Brief Explanation

As quick serve restaurant, Nirula's cakes were not percieved as very fresh. The main challenge was trying to translate the core benefit of a freshly baked cake (homemade, fresh, fluffy and piping hot) into a packaging design that appealed to all.

The Brief

We were briefed to create packaging for the new range of freshly baked cakes. The cakes were not of the normal creamy and sugared variety, but rather the kind of cake your mother would have baked at home. The idea therefore needed to be wholesome and inviting.

How the final design was conceived

We believed that there must be a way to create packaging that was slightly out of the box. Both literally and figuratively. We felt that there was a huge opportunity in extending the core USP into a design that delivered. Which is exactly what the oven gloves eventually did.

Indication of how successful the outcome was in the market

Besides the obvious word of mouth and the clamour for oven gloves, Nirula's saw an 18% increase in walk-ins. Their fresh baked range remains even today one of the best selling cakes in the patisserie.