Brief in brief...Repostition Mr Kipling away from it's current percieved image; make it appeal to a younger and savvier audience, both men and women aged 18-35.

The rebrand puts Mr Kipling's iconic cakes at the centre of the brand. These cakes are not only known for their unique taste, but for their unique appearance. Repeating the cakes distinctive patterns on the outside of the packaging not only draws attention to the product, but also acts as an illustration for what is inside.