BrandOpus品牌设计公司在继上次给Kingsmill重新设计了品牌视觉的18个月后，又一次帮他们做了同样的事情。以此帮助他们在市场中跟上形势，应对“切片面包市场销售量日益减少”的问题。

ingsmill has been given a new visual identity by Brand Opus 18 months after its last rebrand, to help it keep up in the market as “sliced bread sales decline”.

面包品牌Kingsmill在两年时间第二次做品牌形象设计。放弃了去年五月份的推出的海军蓝设计而改用黄色。

Bread brand Kingsmill has been rebranded for the second time in two years, ditching its navy blue design unveiled in May last year for a yellow one.

BrandOpus是这次的设计师。新的品牌形象把Kingsmill和手工制作更密切地联系在一起。保留了之前的海军蓝，橘色和黄色，但是用了更浓烈，更有手工质感的形象。

Designed by BrandOpus, the new branding looks to associate Kingsmill with a more hand-crafted approach. It retains the navy blue, orange and yellow colour palette of the previous branding, but takes on a rougher, more hand-painted look.

BrandOpus的创意总监Paul Taylor说：“蓝色和黄色是Kingsmill的最好诠释色。我们认为为了品牌识别，新logo设计保留原来的色调很重要。但是我们转变了基本的平衡，让有温暖之地的黄橘色背景来体现面包房的暖意。”

Paul Taylor, executive creative director at BrandOpus, says: “Blue and yellow are colours synonymous with Kingsmill and we felt it important to retain this colour palette for brand recognition, but we have fundamentally shifted the balance to allow the ‘toasty’ textured yellow-orange background to evoke the warmth of bakery.”

此次品牌形象重塑是在继上次重塑后仅仅18个月的时间展开的。那次也是由BrandOpus来完成的。他们见证了干净的海军蓝和明亮的阳光以及干净利落的白色标识的品牌形象定位。

The rebrand comes just 18 months after Kingsmill’s last rebrand, also completed by BrandOpus, which saw a clean, navy blue identity introduced with a bright sun and crisp, white logotype.

根据BrandOpus品牌设计公司上次的设计，用能展示积极内涵的蓝色天空体现品牌定位。这次这个形象用更温暖的，橘色手绘刷版本的标志。

This identity, which was created to produce positive connotations of blue skies according to BrandOpus, has now been replaced with a warmer, orange identity with a hand-drawn brush-script logotype.

新logo字体由大写的无衬线字体变为刷笔小写字体。渲染的日出形象用在Kingsmill里面“g”上面一个抽象的橘色刷笔代替。

The typeface has changed from an uppercase sans-serif to a brush-stroke lowercase, and the rendered sunrise symbol has been replaced with an abstract orange brush-stroke on top of the “g” in Kingsmill.

新的字体是和Alison Carmichael合作定制的字体。

The new typeface is a bespoke logotype that was developed with Alison Carmichael.

为了和新的品牌形象匹配，面包产品包装设计也被重新设计了。用黄色代替之前占主导色的海军蓝。

The packaging has also been redesigned to match the new branding, replacing the predominately navy blue design with yellow.

Taylor说这种黄色现在扮演的角色是“在整个产品目录中把品牌色统一起来”。以此把Kingsmill从那种“为了产品而改变其包装的品牌”中区分出来。

Taylor says this yellow will now act as a “consistent brand colour across the entire portfolio” to differentiate Kingsmill “in a category where brands change their pack colour by product”.

BrandOpus反映Kingsmill在品牌咨询中为品牌注入了温暖和简洁，因此在品牌推广中采取的是“有质感的，舒适温暖的”黄色背景。

BrandOpus says Kingsmill briefed the consultancy with bringing “warmth and simplicity” to the brand, and so introduced a “textural, toasty, warm” yellow background to the branding.

新的产品包装设计外观期待能够把品牌形象从大规模量产者转化到更具个性化，自产的类型。集中在场景背后的人们和面包房的简单快乐。BrandOpus如是说。

The new look hopes to shift perceptions of the brand from “mass-manufacturer” to a more individual, home-grown one, focusing on “the people behind the scenes” and “the simple pleasures of bakery”, says BrandOpus.

Kingsmill在发布新包装的时候并没有提出在一年半后再次进行品牌形象重塑的原因。

Kingsmill has not confirmed at the time of publishing why it decided to undergo a rebrand a year and a half after its last.

Kingsmill的母公司 - 英国联合烘焙公司的发言人称，Kingsmill在一年半后再次进行品牌形象重塑使得其在市场上更加瞩目。

A spokesperson at Allied Bakeries, the parent company of Kingsmill, says Kingsmill underwent a rebrand a year and a half after its last to give it “greater shelf standout”.

他们还提到，“Kingsmill 在他们想要改进消费者和产品互动的时候，它在某种程度上是商家的身份。这就是他们为什么改进品牌设计。重要的是重新设计品牌形象和包装，使得大众更加关注这个品牌，成为了产品的指示牌。”

“Kingsmill is at a point as a business when they want to redefine how customers interact with the category, which is why they’ve brought new designs to market,” they say. “An important part of this is developing branding and packaging which gives greater standout on shelf and acts as a signpost to the category.”

Taylor说道因为在过去一年中市场地位的变化，品牌推广的重大改变是必需的。他还说道，竞争压力创造了加强品牌关联性的需求。因为切片面包的销售量在下降。

Taylor says “a dramatic change” to the branding was necessary because of “shifts in the market place over the past year”. “Competitive pressures…created a need to strengthen the brand relevance as sales in sliced bread were in decline,” he says.

这个项目为时10个月完成。新的品牌形象和包装设计将在这个秋天的销售点产品和包装期间推出。

The project took 10 months to complete. The new branding and packaging will roll out across point-of-sale products and packaging this autumn.

翻译发布：尚略广告上海品牌形象设计公司，上海包装设计公司策划设计部，转载请注册出处。

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