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This study was embarked upon to improve the artistic design of the FUTA Dinner Roll Bread package. An initial analytic evaluation was done using a SWOT analytical model to evaluate the bread’s brand strengths, weaknesses, opportunities and threats. Then a comparative evaluation of the bread package was conducted with similar competing bread products around the FUTA community (HOMEBAKE bread and OYATO bread). The ‘Dinner roll’ bread size was selected as all three bakeries had it in common. The comparative study focused on assessment in the areas of colour, motif arrangement, clarity, typography and other related factors. This study also identified customer brand preference and loyalty of the selected products. The study adopted a mixed method research approach, which allowed for the generation of both qualitative and quantitative data. Two surveys using the online Google-Form were administered to students and design teachers at FUTA, who were identified as the major consumers of bread within the university community. The data generated from the first survey suggested that FUTA bread was not the most preferred and needed to improve on its quality, package design, and brand awareness, among other factors in order to improve recognition and maximize its sales performance. Data collection and analysis was done through the Googleform application, the report provided charts and tables of the responses from the research population. The practical component of the research was conducted through the deployment of computer aided design tools adopting the ADDIE model: Analysis, Design, Development, Implementation, and Evaluation. The evaluation process of the finished product was through a second survey. Screen recordings and camera shots were used to document the process of design production. Expert assessment in the second suggests that the alternative logo and packages designs were good. The report also recommended that FUTA Bakery should focus more on brand improvement initiatives in order to constantly dominate the market.

Keywords: ADDIE, Branding, Bread, Design, SWOT.