I like what jkr did with this redesign – instead of going from a stylish to a plastic, everyday-looking package, (like with the Carr’s biscuits redesign) they did the opposite – they went from ordinary to an absolutely rich look.

“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.

The new design surely looks more traditional, rich and sophisticated, but still modern and, well, absolutely yummy. It’s the exact makeover a traditional cake making brand like Mr Kipling needed.