Sun Branding has completed the rebranding of the baking brand, Stork, with the aim of enhancing its heritage while incorporating modern elements to appeal to both traditional and new home-bakers.
The Bradford agency was tasked with ‘dialing up’ the brand’s heritage while modernising its image. The goal was to create a connection with long-term users and attract new ones.
‘We brought much-needed love to the brand by refining the iconic Stork logo, promoting it to centre stage and giving it the space it deserves,’ explained Si Inman, Creative Director at Sun Branding.
Their exploration of heritage messaging revealed that the phrase ‘100+ years of baking’ resonated most with consumers. Although polka dots evoke nostalgia and playfulness, they risk appearing outdated or childish in modern design. Consequently, the agency developed a distinct and clean design using the brand’s rich heritage colours to stand out amidst competition.
Ross Gray, Senior Designer at Sun Branding, highlighted Stork’s history as a people’s brand and their commitment to evolving it while honouring its past, notably the Stork Cookery Service of the 1940s, which provided meal advice during rationing restrictions.
The agency devised a ‘simple and confident’ visual language, incorporating a pink-line device inspired by memorable baking moments. This design element was created to bridge generations of Stork users, featuring real bakes made by current Stork bakers on the packaging to connect with the brand’s Instagram community.
Junior Brand Manager, Julie Dang, mentioned that the design brief was intentionally kept open to allow for creative freedom. ‘The Sun creative team responded with impressive initial concepts that challenged us in the right way, enabling our team to focus and ultimately achieve our goal,’ she stated. ‘They were collaborative and a pleasure to work with. The refreshed Stork packaging speaks boldly for itself.’
The rebranding project, set to launch its full range next week, successfully merges Stork’s rich heritage with contemporary design, reaffirming its position as a beloved baking brand.