Kraft Heinz has unveiled a modernized look for its cultured dairy brand Breakstone’s, with a view to reconnect with consumers. BrandOpus, the global agency behind the redesign, has refreshed the brand’s identity, package design, social media, as well as a website launching later in the year.
Founded in 1882, Breakstone’s continues to nurture its traditional crafting methods – hand cut and triple-churned. Playing into that heritage and expertise, the new design is rooted in the idea of “enriching the everyday with craft and care.” Paul Taylor, BrandOpus chief creative officer and founding partner, comments: “Breakstone’s has built a legacy on carefully crafting delicious dairy staples – something we really didn’t want to lose with the new identity. Our ambition was to package that up in an emotive way…”
The refurbished brand mark uses the symbolism of signage, working as a visual embodiment of permanence and an indicator of a reliable and trusted brand. A refined and crafted script establishes both an iconic and modern nod to the brand’s heritage and hand-cut nature. Bespoke graphic elements, including the spoon, were amplified and made more heroic, and are now used across the portfolio and within the wider identity. A linework background creates connections to stamps and marks of quality. Breakstone’s familiar white and red color palette has been retained to preserve memory structure, but utilizes a more sophisticated red to dial up the quality and heritage cues. Ken Padgett is Director, Cheese Brand Build at Breakstone.
