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Golden has established itself as a household name for baking Australia's favourite crumpets over the past 50 years. We were challenged with revamping Golden's packaging range in correlation with boosting their overall brand image. We warmed their core colours, modernised their marque and introduced a sensorial visual positioning to create a more contemporary, alluring and delectable identity. This also gave us the opportunity to redraw and reassess the role of their proud brand ambassador, Mr Golden.