Mr Kipling has partnered with brand design consultant BrandOpus to create a new brand identity and packaging design, which it will roll out across the full Mr Kipling range.
BrandOpus was briefed with rediscovering the cake brand’s historic associations with precision, consistency and experience, which it said had become lost as a result of multiple packaging redesigns.
The new identity reflects the character of Mr Kipling by establishing his signature as the key visual element, at the heart of a pack wrapped in a colourful and illustrative pattern. The old cake-shaped lozenge has been transformed into a “calling card” that features a bespoke Kipling crest, with the visual effect of it being tucked into the pack to convey the idea that Mr Kipling has personally approved each box of cakes.
Mr Kipling marketing controller Helen Kemish said: “It was a great project to be briefing out and exciting to be involved in. The new design feels much more aligned to the values and craftsmanship that Mr Kipling stands for and it’s great to see it become reality on shelf.”
BrandOpus executive creative director Paul Taylor said: “We are delighted to have been given the opportunity to redesign such a famous and well-loved brand. It was fascinating to delve into the original positioning and values of the brand and reimagine them so they are as relevant to the brand today as they were 50 years ago.”
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