The overall aim for the brand renewal was to highlight Reissumies bread in the minds of consumers, remind of the delicious taste and uplift the brand experience with updated visual identity and convenient new package sizes.

The visual direction of Reissumies was renewed by reshaping the iconic look but cherishing the loved brand elements and ensuring recognizability. The yellow color, the shape of the packaging and the Reissumies character were identified as the strongest visual ques that were retained. The messages and elements on the packaging were clarified, the logo renewed and variant communication elements and colors refined.