Sunshine Bakeries rolls out premium loaf with sleek design and playful sling bag

Sunshine Bakeries has rolled out its first premium wholemeal loaf range, KOMUGI GOLD, with the debut of the Sunshine KOMUGI GOLD dark rye Komugi Loaf.

Made with Japanese Komugi flour and a mix of six grains and seeds, oats, barley, dark rye, flax seeds, chia seeds, and sunflower seeds, the loaf is positioned as an artisanal upgrade. It is described as having a soft texture with nutty undertones and a light maple aroma.

To match the product’s positioning, Sunshine tapped OMO Creative Agency for packaging design. The minimalist look draws inspiration from Japanese craftsmanship, using warm muted tones with soft gold accents. A clear window panel was added to showcase the loaf’s texture and signal transparency to consumers.

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Brand Artistry supported the launch with a cinematic brand video highlighting close-up shots of the bread’s textures and ingredients. The film was designed to underscore the loaf’s artisanal qualities and depth of flavour.

As part of its media kit rollout, Sunshine included a loaf-inspired sling bag alongside the dark rye Komugi loaf. The kit was designed to spotlight the brand’s new premium range in a playful and eye-catching way.

The Sunshine KOMUGI GOLD dark rye Komugi loaf retails at S$4.50 and is available at major supermarkets, hypermarkets, and convenience stores across Singapore.

“Through the launch of KOMUGI GOLD dark rye Komugi loaf, Sunshine continues to elevate the gold standard of Japanese craftsmanship through thoughtful innovation, crafting loaves where artistry and satisfying taste unfold in every slice” said Reshel Liu, senior brand marketing manager at Sunshine Bakeries. 

This follows Sunshine Bakeries Singapore’s earlier campaign for its limited-edition shokupan gold purple sweet potato bread, which blended real and virtual elements.

The brand placed giant loaves in the heartlands and even staged a fake out-of-home ad. To amplify buzz, Sunshine also sent key opinion leaders (KOLs) an exclusive giant shokupan pack containing the product.

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