Tip Top shows off new brand identity

The entire Tip Top range of more than 30 SKUs has been given a fresh new look and masterbrand identity. George Weston Foods commissioned Sydney agency Saltmine Design Group to reimagine design across the range, resulting in a contemporary yet familiar look that builds on the brand’s history, which dates back to 1958.

“We are very excited to be working on such an iconic Australian brand,” Saltmine Managing Director Sara Salter said. “Key to this project’s success was staying true to the brand’s heritage while also creating a look that would allow Tip Top to strengthen its leadership in the bread category.”

An out-of-home media campaign has also been created by Saltmine to support the rollout of the new-look range, including oOh! Media ShopaLites, oversized replicas of the new bread bags, oOh! Media digital panels and Westfield smart screens. George Weston Foods Group Marketing Manager Justine Cotter says the company could not be more pleased with Tip Top’s new visual identity.

“The new visual identity developed by Saltmine for the Tip Top masterbrand provides a strong, unified look for the brand and positions Tip Top as a market leader,” she said.