Tip Top 比賽結束

Calling for fresh ideas that will shout: “fresh and delicious bread sold here, people”!

開始 2014年6月30日 結束 2014年7月28日 23:59 UTC 審議 結果 2014年10月
2014年7月28日 23:59 UTC


Bread. Ah! Who doesn’t love freshly baked bread? When it’s nice and warm you spread butter on it, delicious! Now think of bread from a creative point of view. Think of yourself walking down the bread aisle in the grocery store and now compare it to the bread in a bakery. No inspiration in the supermarket, right? It doesn't have the delicious or fresh appeal as in a bakery. That’s where you come in!

Tip Top is an amazing Australian bread brand and they’ve decided they’re going to bring some food appeal to the dull looking bread category. We need your help! Use your talent and imagination to redefine the way we present that prime piece of dough.

We’re not looking for just a graphic change. Unleash your ideas for the entire package – do we use a different material, different re-sealer, add a huge sticker with the date of manufacture? What innovative changes can you bring to the category to boost the appeal of bread?


Blow us away with clever and creative package designs that will make shoppers believe that packaged bread in the supermarket is fresh and delicious.

So you’ve got your typical mom walking down the supermarket. She selects a nice piece of fresh salmon, some juicy apples, a fine looking rib eye steak and then she hits the bread aisle. Yawn. But she chooses Tip Top bread. It’s Australia’s favorite bread brand but it doesn’t make her feel like it’s just as fresh as her other products.

Help her out by creating a range of ideas that exhibit freshness in its broadest sense and how this could be applied to the way packaged bread is presented. We are not looking for new graphic design alone, it should be part of a bigger idea.


The examples are only provided to illustrate our expectations. Please do not use them literally in your submission or it will be rejected.

Check the bread aisles yourself. Look at the way they’re displayed. What’s missing? What can you do to bring up the food appeal and excitement level?

Look at what current packages have – a sealer, a wrap, the date it was baked. Think of the way it is displayed with the other breads and of the shopper's state of mind (what other products will she use with this bread?).

We don’t want the current pack structure/substrate with new graphics – think bigger than that.



  • #1 獎金 € 3,000
  • #2 獎金 € 1,500
  • #3 獎金 € 500


Presentation with illustration


We are looking for innovation and creativity. Bring ideas that would change the bread world forever.

Ideally, create a simple pack (structure and potentially design), which lets me know that my everyday bread in the aisle is just as good (fresh) as the in store bakery.



  • Only English please
  • You must use the Tip Top logo
  • You can look at the website to understand the brand better
  • Please design a package for the regular loaf size. You can understand the product better by looking at the current package design
  • No eco-Unfriendly ideas (like multiple layers of packaging)


  • 不要在作品中展現任何個人細節(姓名、聯系電話、郵件地址等等)
  • 請保留一份高質量或高清版本的參賽作品,以供在獲獎後使用。
  • 你提交的作品必須是你自己的創作,才具有參賽資格。
  • 你必須取得所有參與媒體創作的作者與演員,每個人的書面許可。
  • 若你有使用到不屬於你自己的創作內容 (音樂、照片、設計等內容),請在你的媒體描述說明中註明,不管你所使用到的音樂和/或圖片是否為自己創作,請提供授權連結證明你有這些內容的使用權利。
  • eYeka愛可網將可能要求你提供書面證明或書面文件的複件,以確保eYeka愛可網和品牌客戶能根據比賽規則獲得使用這些作品的授權。
  • 不符合上述規定的作品將不具備參賽資格。