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Branding and design solutions specialist White Zone, part of Sun Branding Solutions, has tailored the packaging of the American brand La Brea Bakery to the UK market.

A dark green colour has been used in the design to give a premium feel, while the quality of the bag itself has also been improved resulting in a better print quality.

"We've sort of UK-ed it, upped the quality a bit and got rid of any Americanisms" said White Zone design director Cliff Owen of the new packaging.

According to Owen, White Zone has "tweaked everything in terms of the typography, layouts, special messages and brought them to the fore".

The information on the back of the pack, such as recipes, storage and nutritional information has been made "user friendly".

"The information on the back of the pack is as important as the front," added Owen.

La Brea Bakery was founded by Nancy Silverton in Los Angeles in 1998 and has since become established in the UK in premium outlets such as Selfridges.