Mr Kipling is a classic British brand for pies and cakes, dating back to the 1960s. Its products have long been marketed as "Exceedingly Good". This year, Mr Kipling has started introducing a new look, created by JKR. It breaks with the more commercial, messy packaging the brand has used until now. The new packaging gives prominent space to the brand name as well as the product, with soft, harmonious backgrounds, conveying a "more natural, home made feel ".
|The outgoing Mr Kipling logo.|
“When it came to the design, it was all about heroing the quality of the cakes & that little indulgence they deliver. Mr Kipling is something that many of us have grown up with, so we really wanted to rediscover the brand that people know and love.” Donna Trist, Design Director, jkr.
With Mr Kipling standing proud, the rest of the pack set about creating a more natural, home made feel for the products. This was achieved through refreshed photography and softer tones across the portfolio.