People crave newness and excitement; so leading brands require regular updates to stay relevant to modern audiences. Upgrading a household brand like Sasko Bread – which has rich heritage spanning over 80 years – is a massive task. It involves a critical balance of modernisation and preserving visual equity. To achieve this, we simplified and made the Sasko packaging bolder, upweighting the logo. The resulting pack is still instantly recognisable as Sasko but expresses the brand’s new mantra: ‘Life tastes great’ with positivity and energy. Bold patterning, colouration and typographic features make it really punch out on shelf, maintaining its spot as no 1 in SA in every way.