Branding & Packaging: Big Softy

Big Softy is the first sub roll product to be sold in UK supermarkets owned and distributed by Butt Foods. Designed in collaboration with Sellers & Rogers I created the branding and packaging for this new product which had to sell a product familiar in big franchises such as Subway.

This was quick project due to the very leading nature of the name, initially I looked at wheat fields and a classic roundel approach but dropped these in favour of bold and rounded typographical solution reflecting the product. The inclusion of the sub roll icon was to reinforce the product nature off-pack for wholesale marketing. The identity can be broken down into three key brand elements, the name, the product icon and sub roll tag, each can be implemented in a number of different ways including wrapping, wallpapers and on promotional items.

Design: Richard Baird in collaboration with Sellers & Rogers