Founded in 1930, Sunshine was Singapore’s first commercial bakery and had become a household name over decades. Yet as consumer tastes evolved and health-conscious options proliferated, the brand’s relevance began to fade. Emerging mass-market and niche players challenged Sunshine’s leadership, creating a need to refresh both its purpose and on-shelf presence.
We approached the project by understanding shoppers’ behaviours and decision-making through ethnographic research and a category audit that revealed untapped opportunities. The brandmark — celebrating wheat,sunshine, and bread — was meticulously renovated to feel contemporary, warm, and appetising, while retaining the heritage consumers valued. Enhanced legibility and shelf visibility ensured the logo worked hardest where it mattered most: at point of sale.
The brandmark became the cornerstone of a broader packaging and portfolio strategy. Packaging hierarchy was decluttered with clear colourand variant systems, nutritional benefits were highlighted, and wheat-shaped windows were introduced to convey product integrity. The refreshed identity allowed existing variants to shine while providing flexibility for future line extensions in fresh and frozen baked goods.
The redesign successfully restored brand relevance, reinforced Sunshine’s market leadership, and created a visually compelling, heritage-rooted system that will continue to connect with Singaporeans, keeping the bakery a trusted and loved part of daily life.