Brand designing group Smith & Milton has created a newly designed Christmas wax wrap packaging for the UK-based bakery brand Warburtons.
The new pack looks like a wrapped present, featuring iconic festive images such as Christmas trees, stockings, holly and snowflakes and finished off with ribbons, bows and gift tags.
The group has developed the packaging to offer festive look to the packaging and keot the original color palette for the packs' background.
Warburtons innovation and renovation director Darren littler said the wax loaves are wrapped in wax paper with bright colors.
"Consumers tell us the wax paper reminds them of opening a present so we built upon this insight to re- design the packs for Christmas which we believe will be really impactful in store and create some festive cheer to our consumers," littler said.
Christmas-themed wax paper can also be reused by the consumers as a wrapping paper.
The new packaging will be made available on-shelf until 24 December 2013.
