Boosting baking heritage with a design refresh for Stork.

Si Inman, our Creative Director explains that we brought much-needed love to the brand by refining the iconic Stork logo, promoting it to centre stage and giving it the space it deserves. During our exploration of heritage messages, the phrase “100+ years of baking” emerged as the most compelling to consumers. While the polka dots of the original design can bring to mind a sense of nostalgia and playfulness, they also ran the risk of seeming outdated or childish in today’s modern design codes. As brand-blocking has become prevalent in the spreads aisle, with private label imitating the yellow and pink palette, we strategically developed a distinct and clean design, utilizing Stork’s rich heritage colors to achieve maximum impact and standout. 

“Stork has long been recognized as a people’s brand, and we committed to evolve the brand while honoring its deep-rooted history, notably The Stork Cookery Service of the 1940s. This community initiative provided advice to households on how to provide meals despite rationing restrictions,” revealed Ross Gray, Senior Designer at Aura. 

Our creative team developed a simple and confident visual language, including the pink-line-device, which evolved from the idea of “baking memories”, the shape inspired by a timeline of memorable moments created through generations of baking with Stork. We combined heritage, with the Stork bakers of today, featuring real bakes made by star ‘Stork-ers’ on the side of packs, helping to connect with Stork’s growing insta community #BakeWithStork. 

Collaboration and trust between client and creatives helped to achieve fantastic results. The Stork team kept the brief relatively open, to allow the designers creative freedom to solve the challenge. The initial concepts challenged the Stork team in the right way, and the chosen route was developed further to absolutely nail the brief.