WARBURTONS RISES WITH A BOLD NEW LOOK

To celebrate 150 years of Warburtons, Taxi Studio has unveiled a sweeping packaging redesign across more than 70 products. By amplifying the brand’s iconic orange, introducing a bespoke typeface, and unifying design elements, the refresh ensures Britain’s best-loved bakery remains unmistakable on shelf and ready for the next century.  

Britain’s biggest bakery brand, Warburtons, has marked its 150th anniversary with a bold new look that promises to make its products unmissable on shelf. In collaboration with Taxi Studio, the company has undertaken one of the most extensive packaging redesigns in its history, spanning more than 70 products and creating a unified system that balances clarity, consistency, and scale.  

The redesign is not simply cosmetic. It is a strategic move to reinforce Warburtons’ position as a household name while preparing the brand for the next century. At the heart of the new identity lies a refined version of the brand’s most recognisable asset: the Baked Orange. This vibrant hue has long been associated with Warburtons, and its amplification across the portfolio ensures instant recognition in crowded aisles. Complementing this is a distinctive ‘smile’ device, inspired by the wordmark, which adds warmth and memorability to the packaging architecture.  

Taxi Studio’s approach was to create a system that works seamlessly across every format, aisle, and touchpoint. Whether it is a loaf of bread, a packet of crumpets, or a bag of rolls, the new design ensures that each product feels part of a cohesive family while retaining its own personality. This balance between masterbrand strength and product individuality is achieved through a combination of design elements: a bespoke typeface developed with Studio DRAMA, expressive food photography, and a consistent visual language that ties everything together.  

The bespoke typeface is particularly significant. Typography has always played a crucial role in brand communication, and Warburtons’ new font conveys both heritage and modernity. It is bold enough to stand out, yet versatile enough to adapt across different product lines. Paired with more expressive food photography, the typeface helps create packaging that is not only functional but also emotionally engaging. Consumers are invited to connect with the brand on a deeper level, associating Warburtons not just with bread, but with moments of everyday joy.  

The redesign also addresses practical considerations. In a retail environment where shoppers are often pressed for time, clarity and ease of navigation are essential. The new system makes Warburtons’ portfolio easier to shop, with clear product differentiation and consistent cues that guide consumers quickly to their preferred items. At the same time, the bold visual identity ensures that the brand is harder to miss, reinforcing its dominance in the bakery category.  

For Warburtons, this milestone is more than a celebration of longevity. It is a statement of intent. By investing in design that honours its heritage while embracing modernity, the company signals its readiness to rise to future challenges. The refreshed portfolio embodies resilience, innovation, and a commitment to remain Britain’s best-loved bakery for generations to come.  

As Warburtons looks ahead, the message is clear: still rising, still leading, and still unmissable. The next 150 years begin with a smile.