Rebel Bakehouse launches new look and brand in NZ via Bellwether Agency and Tuckshop Studio
New Zealand baker Breadcraft’s wraps brand Rebel Bakehouse has launched its fresh new packaging across New Zealand, marking the next step in the brand’s evolution as it embraces a fresh proposition built around unlimited possibilities.
Developed in partnership with Melbourne indie Bellwether Agency, with Auckland creative agency Tuckshop Studio also involved in developing brand visuals and social media, the repositioning moves Rebel Bakehouse beyond its previous wellness focus and into a vibrant new territory that celebrates creativity, versatility and flavour without limits.
“Our goal was to redefine the Rebel proposition — a brand that gives people the freedom to create meals their way,” says Andrew Crook, Creative Director at Bellwether. “The new pack design reflects that attitude: bold, expressive and full of personality.”
Says Miles Mainwaring, Director of Strategy at Bellwether: “Consumers are looking for health and affordable meal solutions that fit their lives, moods and ideas. Rebel’s wraps and bagels are incredibly versatile, so this new brand world puts that at the centre. It’s about giving people permission to play, experiment and enjoy food their way.”
The transformation includes a complete packaging refresh across the wrap and bagel ranges, bringing to life Rebel’s new creative DNA and showcasing its expanding variety of flavours and formats.
Rebel Bakehouse Head of Sales and Marketing Matt Forster says the brand is excited for Kiwis to experience the shift: “We’re really excited about the direction we’re taking the Rebel brand — our goal is to seriously shake up the category.”
The new range is now rolling out in supermarkets across New Zealand.
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