Warburtons' 150th Anniversary Packaging: One Colour Across the Range

Warburtons has unveiled new packaging for its 150th anniversary, built around one signature colour used across its whole range. It's a clear example of how a single brand asset can do a lot of work on a crowded shelf.

What was announced

According to Packaging Europe, the new design features the company's "Baked Orange" consistently across its portfolio, with the aim of creating a "wall of brand" on shelf. The coverage notes that the new packaging began rolling out across the range from March.

Why a single colour works

Recognition at a glance. Shoppers scan shelves quickly. A consistent colour lets people find a brand before they read a word.

A stronger presence. When many products share one colour, together they look like a bigger, more confident block than the same products in different colours.

Simpler for the team. One main colour is easier to apply correctly across factories, suppliers and agencies.

The trade-off

A range that looks very similar can make it harder to tell variants apart, a problem we covered in Coke and Coke Zero look alike. The usual answer is a clear hierarchy: shared colour for the brand, a strong secondary cue for each product.

What smaller brands can take from it

1. Own a colour. Pick one that suits your category and use it consistently. See how to choose brand colours and colour psychology in branding.
2. Think of the shelf, not just the pack. Picture your products together, in a row, in a shop or on a screen.
3. Mark milestones thoughtfully. An anniversary gave Warburtons a reason to refresh without discarding what people know.
4. Differentiate variants clearly. Use size, type or a secondary colour for flavours or products.
5. Write the rules down. A colour only works if everyone applies it the same way. See brand guidelines: what to include.

Packaging as a system

Good packaging design is about the range, not one box. Our packaging design work starts with how products sit together on shelf and online.

Book a consultation to talk through your own range.