Silver Hills Bakery, the Abbotsford, B.C.-based maker of sprouted whole grain breads, is seeking a little more attention in the crowded bread aisle of the grocery store. To stand out from the pack, it hired Karacters, DDB’s design and branding group – which designed its original packaging 10 years ago – to rebrand their bread with new packaging and name changes.

To appeal to a broader market, they’ve given their 10 bread varieties quirky names like The Big 16, Hemptation and Mack’s Flax. The company already had one uniquely named bread, Squirrelly, that had higher brand recognition than the Silver Hills name itself, which prompted the overall change. The packaging is also being updated to matte, biodegradable bags in solid colours with ‘bread windows’ so that shoppers can see what they’re buying, and illustrations that reflect each bread’s new ‘personality.’

‘From where we were on the shelf, the consumer will now see us,’ says Brad Brousson, CEO of Silver Hills. ‘It’s a very simple bag, very concise in what it says, and it really projects [the brand] in the packaging.’

Silver Hills bread is available in grocery stores such as Safeway, Whole Foods and Capers in Alberta and B.C., as well as the western U.S. The new packaging hits store shelves May 1.