Homepride

Fred celebrates 60 years 

Homepride is an iconic British food brand, a firm favourite with bakers since 1964. TFBG was appointed by Carr’s Flour Mills to refresh the Homepride brand and develop new retail packaging to commemorate Fred’s birthday.

The product range already enjoys a solid reputation with brand advocates, with Fred’s familiar face providing brand recognition across multiple generations. The new design needed to resonate with a broader section of the target market, so the idea was to celebrate Homepride’s heritage, introducing Fred to a new audience with a more modern design approach. We also created a series of quirky illustrations to introduce a more contemporary look and feel, helping the packs to stand-out in the marketplace and bring a lasting competitive advantage.