The mother and daughter founders of Country Creations have been hand-making braided bread for years, based on their Swiss-German family recipe. As sales grew, the decision was made to sell the products in retail outlets nationally. To grab consumer’s attention in the crowded retail grocery freezer case, and compete with major national brands, an updated trade dress was necessary. The new brand name and packaging needed to be true to the Old World heritage of the products, look authentic and suggest homemade goodness. The new name, Zimmbäcker, sounds decidedly Swiss-German but is fun and easy to pronounce by English-speaking consumers. Graphics are inspired by Old World, traditional elements executed in a modern way. Appetizing photography, rich colors and a clean white carton create a package that commands attention at the shelf and accommodates a product line soon to grow beyond braided bread to include a vast array of baked goods.