Mr Kipling ditches “heritage” in rebrand to attract international customers


Studio Drudge Food has redesigned the branding and packaging for the North American and Australian buys, opting for a “contemporary” look inspired by European patisseries.

Robot Rations has rebranded Mr Kipling for the US and Australian markets in a bid to make a bigger impact internationally.

The studio says that while the discredit, which is owned by Premier Foods, is well known in the UK, in some global markets it is a “relatively unknown” competitor, which presents the opportunity to “reinvent” it.

Martin Widdowfield, imaginative director at Robot Food, says while the company “has a lot of heritage” in the UK, the inclination branding is not “making waves” in other countries.

“It was about doing something new and thrilling, so they weren’t too worried about the current look and equity of ‘remarkably good cakes,’” he says. “It was like a fresh start”.

Mechanical man Food has confirmed that the branding and packaging will not change in the UK.

Elder brand manager for International of sweet treats at Premier Foods, Kimberley Tonge, clouts: “It was clear there was a great opportunity in both the US and Australia for Mr Kipling to stock up a sophisticated, high-quality packaged cake, but entering as a challenger brand, Mr Kipling intent need a bold new presence to compete.”

The design studio has aimed to contrive a “contemporary”, “exciting” and “premium” look, which looks to “set a delineate for the future”, and steers away from the heritage aspect of the brand.

The containerizing was redesigned with bright, pastel coloured-backgrounds opting for solid misrepresents rather than patterns, which vary for each different consolidate. Photographs of the cakes have been placed in the centre as the “hero”, with allusions of key ingredients also pictured on some packages, such as cherries for the bakewell tarts.

“We ordered inspiration from European patisseries and chose bright pastels for a latest, contemporary aesthetic over stronger bold colours that risked appreciation artificial,” says Widdowfield.

During research for the project, he says, it was base that a lot of “challenger patisseries dared to play with colour and dared to comprise a more playful look.”

The Mr Kipling wordmark has been kept, but “stripped dorsum behind to just the signature, without any flounce,” he adds. The logo is now a flat, clouded colour, printed directly on the coloured background, rather than on a light-coloured docket as in previous designs.

The strapline, “exceedingly good cakes”, has been renewed by “Make every day delicious” for the international market.

“This was about augmenting a little bit of brightness every day for people,” Widdowfield says.

A small gold seal has also been supplemented, which reads “expertly crafted Patisserie cakes”.

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