2011 Winners & Shortlists

Brief Explanation

Idea: We interviewed loyal customers of the bakery and asked them to use one word to describe what their taste buds experienced. We then quantified their feelings by comparing it to the weight of the cake. The idea was then translated into fresh, engaging and playful packaging designs through interesting typography and illustration.

The Brief

Brief: Sugar Daddy’s bakery was famous for its unique cupcakes. Chefs were constantly inventing new recipes and adding it to the menu every month. The bakery wanted the packaging for their cupcakes to reflect this uniqueness too.

How the final design was conceived

Results: Customers always had a sweet smile when they saw the one-word description illustrated on the packaging. They even started collecting these cake boxes and were constantly on the lookout for new cake box designs.

Indication of how successful the outcome was in the market

Not communicated by the client