Contrast Creative

Brief

Since completing the branding and website design for The Cake Crew we’ve been busy working on a few different packaging design briefs for our friends at The Cake Crew. Originally these were going to fall under a new sub brand but after discussions it was deemed that they would be best as an extension of The Cake Crew brand.

For our first brief they wanted a reserved luxury feel, reminiscent of the kind of products found on a Marks & Spencer or Waitrose shelf, rather than the character style created for their branding.

The second set of packaging had to retain the original charm of the characters and branding created but work with a variety of different new colourways, which would be influenced by either occasion or season such as Easter or Mother’s Day.

Solution

We produced a variety of different designs for each brief looking at type treatments and colours, some of which you can see below, before deciding on a final look and feel. Once we had established the two final styles these were then applied across the different box types and tweaked in accordance with the various different flavours that were on offer.

We opted for a dark simplistic design for the more luxurious suite of packaging and a subtle pastel colouring was applied to the character packaging, to mirror the actual colours that were used for the icing.

Both came out really well and we were really happy when we received the final samples. It was another excuse to munch through the delicious cakes in the studio – all in the name of research of course!