CAKE-MOUFLAGE

Short List
TitleCAKE-MOUFLAGE
ClientTHE PATISSIER
Product / ServiceTHE PATISSIER
CategoryB01. Foods
EntrantLEO BURNETT GROUP SINGAPORE, SINGAPORE
Entrant Company:LEO BURNETT GROUP SINGAPORE, SINGAPORE
Design/Advertising Agency:LEO BURNETT GROUP SINGAPORE, SINGAPORE

Brief Explanation

We wanted to reward loyal customers of The Patissier by making their special occasions even sweeter, instead of giving just a regular discount. The problem with regular cake boxes is that they’re recognisable from a mile away, thus spoiling the surprise for everyone. So we created a series of cake boxes designed to blend into the three most common places that a person would usually put a cake.

The Brief

The Patissier, a popular home-grown patisserie in Singapore, wanted to reward their customers by making their celebrations a whole lot sweeter.

How the final design was conceived

We asked the client about the three most common types of customers they have and designed our cake boxes to suit their needs, making as relevant as possible to their lifestyles. Using that information, we created a series of special edition cake boxes designed to blend into common places they would usually put a cake – in the fridge, on a table and a desk (for office parties).

Indication of how successful the outcome was in the market

After just one month, our initial run of 900 boxes was completely snapped up through the word-of-mouth generated, which also led to greater brand awareness. In fact, the boxes were so well received, the client even asked for new designs next year. But most importantly, we created more happy smiles for the loyal customers and their loved ones by keeping their surprise a surprise.

Credits

Name Company Position
Chris Chiu Leo Burnett Group Singapore Group Executive Creative Director
Katherine Khor Leo Burnett Group Singapore Senior Art Director
Nigel Tan Leo Burnett Group Singapore Project Manager
Jae Soh Leo Burnett Group Singapore Associate Creative Director
Colin Koh Leo Burnett Group Singapore Writer
Eunice Wang Leo Burnett Group Singapore Account Director
Goh Mei Yi Leo Burnett Group Singapore Project Manager
Harpi Sim Nemesis Pictures Photographer/Studio Company
Jasmine Ho Nemesis Pictures Producers
Liana Oh Nemesis Pictures Producers
Jae Soh / Katherine Khor Leo Burnett Group Singapore Typographer
Andy Teo Leo Burnett Group Singapore Fa Artist
Christina Yeo Leo Burnett Group Singapore Fa Artist
Jae Soh Leo Burnett Group Singapore Designer
Katherine Khor Leo Burnett Group Singapore Designer
Adrel Law Miracle Factory Retouching Producer
Ann Miracle Factory Retoucher