As regional Victoria’s sourdough baking specialists, Alpine Breads has a long proud history since 1936. Alpine was increasingly threatened by larger national bakeries and a plethora of artisan-style brands springing up across the country. This presented the distinct possibility of deletion from major supermarket shelves.
Alpine’s ambitions to remain relevant to grocery buyers and to grow, demanded a clearly differentiated proposition to a new consumer target. To re-energise the brand and realise its growth potential, Collier Creative worked with Alpine to implement refreshed branding, a new packaging format and product offerings.
ultimate bread for
Leveraging the brand refresh and switch to new vacuum-sealed packaging, Alpine Breads set about creating niche product offerings to satisfy changing consumer demands.
The singular idea that established ‘Heart Bread’ centred on the cholesterol lowering ingredients contained in the product. This idea was boldly highlighted with the proposition ‘The ultimate bread for heart health’ in integrated branding, packaging and campaign activities.
To deliver the ultimate experience, the key touchpoints for the brand refresh were Alpine’s packaging, consumer campaigns, marketing collateral, point of sale and trade show promotions.
The brand change has highlighted the need for fresh thinking in a new era of professional employment, reinforcing the need to embrace positive leadership as a key to future success.
The new branding was embraced by the team as a strong expression of their shared passion for making a positive social impact. It has attracted great interest from culturally aligned talent – both to join Fisher Leadership or register as a prospective candidate.
In short, the brand rename and identity refresh has been a strong catalyst for growth. On the back of this, Fisher Leadership continues to expand with investment in new people, tech platforms and products.
”For more than 5 years, Collier Creative have helped me develop the Alpine Breads brand and grow my family bakery business. From innovative packaging that helped extend shelf life, to creative campaigns to launch our new Heart Bread range, I have found Colliers to be knowledgeable, proactive and thorough. And now that they have a qualified dietitian on the team, I have even more confidence in their advice and work. For a small business like mine, they are also good value for money.Andrew BertalliManaging Director