JKR

This month sees the launch of new packaging for Mr Kipling, designed to celebrate those exceedingly good cakes. Created by jkr, the new look aims to reposition Mr Kipling to centre stage on pack, while reigniting affection for the brand.

“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.

“We are really thrilled with the new design. It’s great to see Mr Kipling back confident and proud in the centre of the pack and the cakes look so delicious, you can practically taste them! It’s good to see the revival of some old favourites like Jam Tarts as well – the new look makes them hard to resist becoming the office favourite.” Michelle Wilde, Brand Director of Cake, Premier Foods.

So look out for the new packs rolling into stores now. Cherry Bakewell anyone?