When Silver Hills first introduced sprouted grain bread, it was a genuinely distinctive product. Over time, as competitors adopted similar processes, the brand had lost some of that differentiation. We were asked to revitalize the identity and packaging, helping the bakery stand apart again while shifting perception from niche health food to something with broader appeal for families and individuals looking to eat well without the earnestness.

Building on the equity of Squirrelly, we developed a family of eclectic bread names that were equally memorable and helped establish a stronger brand personality. Each variety featured a whimsical illustration by Robert Hanson, a bold colour palette and a simple product story that reinforced the integrity of the Silver Hills brand. The biodegradable bags were printed with matte inks, except where die-cut windows were integrated into the illustrations, offering a more distinctive view of the bread inside.

In June 2009, the design was awarded a Cannes Lion at the Cannes International Advertising Festival.