Hampton Hargreaves / Design for Print, Packaging and Interactive
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Jenny Lee Swirl Bread

Jenny Lee Swirl Bread has been a Pittsburgh favorite since 1941, but the brand's image wasn't keeping up with its competitors. Hampton Hargreaves developed a new identity and packaging system to revitalize the product line and create a design that would resonate with new audiences — all while maintaining a solid connection to the brand's storied past.


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HH preserved Jenny Lee's original hand drawn script concept, but brought the mark into the 21st century. The forms were completely reworked to give them more presence and movement — suggestive of the bread’s rich cinnamon swirls — while simultaneously maintaining readability.

 


 

The new mark provided the anchor for a complete redesign of Jenny Lee's packaging. By using a simplified layout, generous white space and a restrained color palette, the brand is once again the hero. The new design also improved flavor recognition by stripping away unnecessary noise.

 


 
 
It’s a fresh, uncluttered design. Consumers are drawn to the evolved brand, which remains true to our roots.
 

Scott Baker — President, 5 Generation Bakers

 


 

From flavor descriptions to call-outs, every inch of the bag was reworked to better communicate Jenny Lee's quality and history. Typography reminiscent of the early 1900s gives the design a nostalgic feel. A nod to the past can also be found on the bag's tail which features the Jenny Lee silhouette.

 


 

HH also improved the package's shelf performance by adding a printed bottom, ensuring brand visibility at all times. The dramatic redesign gave Jenny Lee a fresh look and the functionality needed to attract new generations of cinnamon bread fans.