Indulge Your Sweet Tooth With The Cake Crew

by Natalie Mouradian on 08/14/2017 | 3 Minute Read

BramCreates have just designed the new packaging range for a series of cupcakes for The Cake Crew.

Created for the convenience market the cupcakes required a brand and packaging style with stand out appeal to rebel against a backdrop of the usual pastel colouring associated with the popular cake.

This was a serious cake, a cake with attitude and an evening treat that could be accompanied with your feet up after a hard day dealing with the stresses that life throws at you. This was a snack which was all about the "me time"!

Mark Higginson, Creative Director who worked on the packaging explains "We all really loved the ambition of the project - to do something different and reinvent the cupcake for a modern market. It was about creating a product for today's women, a customer who was very much in charge of her own destiny and knowing exactly what she likes."

He adds "One of the ideas that we all got on board with early on was to portray it as this treat that you could have in a moment of indulgement after a tough day. We wanted to be really bold and use strong colouring to promote this idea".

"Rather than looking towards general confectionery packaging for inspiration, it was make-up and boutique style brands which seemed to have a better fit for the positioning of the brand".