The project brief was to create a graphic solution for a new range of fresh bread packaging, in the popular flexible bread bag. The brief further stated that the graphics should position the benefits of the bread, engaging and enticing consumers to purchase this new brand as opposed to others. 

 

I created Tobeez, a bread bag that contains convenient sandwich-ready triangular slices that is wax wrapped to ensure that it remains fresh until consumed. There are 20 triangular slices (10 traditional square slices) in a Tobeez plastic bread bag, thus automatically reducing the amount of slices bought at a time. These slices are wax-paper wrapped in groups of four triangular slices (two traditional square slices), which is just the exact amount of slices needed to make a sandwich. There are 5 mini wax wrapped packs in one big pack Tobeez, one sandwich per weekday. The target market for this bread range is primarily the young working professionals and students from a high LSM family. These young people live extremely fast paced lives, mostly live alone and therefore rarely finish a full loaf of bread and don’t always have the time to make themselves a sandwich or packed lunch. 

 

The right-angled triangular shape, white colour and contemporary design of the Tobeez DIY plastic bread bag is used to distinguish Tobeez from other bread brands and packaging. The packaging is also very effective regarding shelf space, as two packs of Tobeez take up the same amount of shelf space as one bread loaf. 

 

The luxury sandwich packs is an extension of the Tobeez range and are ready-made sandwiches that can be bought and consumed immediately.