New Zealand baker Breadcraft’s wraps brand Rebel Bakehouse has launched its fresh new packaging across New Zealand, brought to life via Bellwether agency.
It marks the next step in the brand’s evolution as it embraces a fresh proposition, which includes a complete packaging refresh across the wrap and bagel ranges, bringing to life Rebel’s new creative design and showcasing its expanding variety of flavours and formats.
Developed in partnership with Melbourne indie Bellwether Agency, Auckland creative agency Tuckshop Studio was also involved in developing brand visuals and social media. The repositioning moves Rebel Bakehouse beyond its previous wellness focus into a new territory.
“Our goal was to redefine the Rebel proposition — a brand that gives people the freedom to create meals their way. The new pack design reflects that attitude: bold, expressive and full of personality,” Bellwether’s creative director Andrew Crook said.
“Consumers are looking for health and affordable meal solutions that fit their lives, moods and ideas. Rebel’s wraps and bagels are incredibly versatile, so this new brand world puts that at the centre. It’s about giving people permission to play, experiment and enjoy food their way,” Bellwether’s director of strategy Miles Mainwaring added.
“We’re really excited about the direction we’re taking the Rebel brand — our goal is to seriously shake up the category,” Rebel Bakehouse Head of Sales and Marketing Matt Forster said the brand is excited for Kiwis to experience the shift.
The new range is now rolling out in supermarkets across New Zealand.
