Revitalizing Burgen Bread

Client: Burgen
Agency: Shout Design

Burgen was made in the style of classic European breads, full of grains and flavour hence the name.  More than 30 years on Kiwis have really embraced the taste so Burgen decided that the new look packaging needed to reflect and evoke the ‘Kiwiness’ and vitality of the brand more.


The brief was to revitalize the Bürgen brand, make it more dynamic and more relevant to consumers.  The new design injected craft, naturalness, flavour and New Zealandness into the Bürgen brand.  The design broke category norms creating an exciting vibrant and uniquely New Zealand design.  It has been a huge success regaining a large portion of market share within weeks of launch.


Working alongside Shout Design, Jo developed the new illustrative components which incorporate bold, vibrant colours and graphics.


Pohutukawas, Tuis, Fantails, ferns and other iconic New Zealand imagery caught the eye of judges at The Best Design Awards last year, when the Bürgen Gluten Free range was relaunched and named as a finalist in the Best Graphic Design Packaging category in those Awards.


Awards ~ 2013 Best Awards – Finalist ~ Best Graphic Design Packaging