Golden Crumpet Toast – is it a crumpet? Is it a piece of toast? This delicious loaf combines all the best parts of a crumpet (spongy, soft deliciousness) in a convenient sliced loaf format to add some excitement to your breakfast experience.
Although Crumpet Toast was the founding SKU of the Golden Loaf range, packaging learnings from the Cinnamon Donut Loaf and Scone Loaf has shown that a bold, contrasting colour is key for shelf standout, especially amongst other Golden products.

AKA were briefed to develop a refreshed packaging concept for the relaunch of Golden Crumpet Toast with a twofold design objective: 1. Develop distinction and stand out on shelf amongst existing Golden products (e.g. the “wall of yellow”) and competitors and 2. Ensure design look and feel to be easily identifiable as both a new product and continuation of the established Golden Loaf range.