In a category long defined by muted tones and functional messaging, rye bread had become predictable. Hatting saw an opportunity to break the pattern and inject new life into everyday bread.

We reimagined what rye could be, shifting it from heavy and restrained to energised and expressive. Each product was given its own uplifting personality, brought to life through unexpected, vibrant colour combinations and bold, oversized typography. The result is a confident packaging system that creates standout at shelf, simplifies navigation, and turns rye bread into something joyful and contemporary.