For their new Gluten Free Fruit & Brandy cake, Welsh Cottage Cakes realised that they would need a new packaging format to give this new cake a more premium look, and appeal to the more ‘foodie’ consumers of the rapidly growing ‘Free-from’ speciality foods market.
In line with the roll-out of the new branding, the new pack style breaks from the cheap sticker over cellophane labelling of the main (as yet unrevised) range. The new design feature a smart new card inlay that encases both sides and underside of the cake (also covering the paper baking liner) to give the packaging far greater standout and a more premium feel. More space allows for bold branding, evocative fruit and brandy imagery and brand-driven copy about the authentic, honest baking and quality ingredients that make their cakes taste so good.
The simple but effective new inlay format offers a distinctive new look to position Welsh Cottage Cakes as a leader in authentic Welsh baking, and a great basis for rolling out the rest of the range in the new style.
*Two pack sizes were developed – the larger features the Welsh Cottage Cakes logo prominently on a top tab. The smaller pack size was developed specifically for a distributor that wanted to minimise the WCC logo as a more generic product within their range, hence this version not featuring the Welsh Cottage Cakes branding.
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