Mr Kipling’s offer of fresh, quality packaged treats was its strongest asset in both markets so Robot Food chose to hero the cakes on the front of pack, accompanied by shots of prominent ingredients wherever possible. Taking inspiration from European patisseries, bright pastels were chosen for a fresh, modern aesthetic. Robot Food balanced this freshness with a strong brand mark, showing the Kipling name front and centre. The new strapline ‘make every day delicious’ is a straight-talking compelling reason to believe for new audiences.
Mr Kipling’s seasonal products incorporate beautiful festive products into the design through aerial food photography. Traditional seasonal cues were modernised, with clean shapes set against bold, bright colours that shout loudly from shelves.
DESIGN: Robot Food