The Walmart Bakery look was antiquated, traditional, and without personality or voice. We were approached to create a more enjoyable shopping experience and build overall credibility to help establish Walmart as the authority for fresh baked goods. Starting with the identity and continuing through the packaging system, the new look communicates a modern specialty bakery feel, emphasizing the products and conveying a greater sense of freshness. To ensure brand consistency, special consideration was given to preexisting logistics and production limitations. The new design uses a clean and efficient communication system with easy navigation, functional color coding and flavor callouts easily identifiable at a glance.