Caked Up rich buttercream icing #letsdecorate
Deliverables
Brand Identity, Logo, Packaging Design, Key Visual & CGI Renders
Caked Up is a quick and easy buttercream icing perfect for cupcakes and cookies! Our brief was to develop a distinctively loud brand identity and packaging design that demands shelf presence and shows off how thick and creamy this product is perfect for styling deserts.
Our Approach
Based on the positioning of ‘no nonsense, creative cake decorating’ our vision for the Caked Up brand was a celebration of a ‘lets decorate’ attitude. We created a brand identity that was loud and clear when communicating product purpose using a straight forward relatable tone of voice for brand messaging. We opted for large tasty cupcake photography and bold colours to dial up taste appeal and increase shelf standout.
The Result
We created a packaging design that was rolled out across three icing flavours: raspberry, vanilla and chocolate. Each showcasing real tasty cupcakes that are not perfect but champion the authenticity of the ‘lets decorate’ attitude.
The hand lettered logo and fonts add to the hand made story. While the large black band adds powerful standout and an ownable feature to separate Caked Up from competitors on shelf.
Client Feedback
The packs were well received with comments like “straight to the point”, “easy to understand” and “bold design” helping to validate that the packaging design and brand identity was working to satisfy the initial creative brief. Future content creation and brand communication will help to hammer home the Caked Up brand message and solidify its positioning as a high quality no nonsense entrant to the home baking category.
