Design agency Smith & Milton has been appointed by Warburtons to freshen up the brand identity including redesigning the packaging.

The new packaging will also feature an updated logo as part of a big marketing push by the company. Warburtons recently announced a £10m investment for a new advertising campaign which is due to launch at the end of March.

"Smith & Milton will use their proven creativity to refresh our brand identity and range design, to communicate our superior quality and drive category growth, in combination with our new advertising and product innovation." said Richard Hayes, marketing director at Warburtons.

David Haseler, strategy director at Smith & Milton, commented: "Warburtons is a great family brand, which has established an enduring place in its customers' hearts and minds."