EBM, a market leader within the biscuit category has sought to significantly shake up the packaged cakes market under its Peek Freans brand in Pakistan. With cupcakes only making up 53% of the Pakistan cake market, the business identified an opportunity to launch a new format range of packaged single serve Doughnut Cakes with distinct positioning, marking a notable category innovation.
StormBrands approaches each new piece of work through the lens of their own purpose: “Energising brands to move mindsets, markets and culture.” In the case of ‘smile,‘ Storm’s brand strategy based on consumer insight was to allow kids to ‘eat happy!’
The new brand design for ‘smile’ reflects StormBrand’s strategy with playful typography and a colour palette based on the flavours of the doughnuts themselves. An integrated logo encompassing both typography and product photography brings the brand to life and the team at Storm have ensured coherency of the visual and verbal identity across the brand’s channels and all touchpoints.
Zoe Phillipson, StormBrands Creative Director commented:
“Our new visual identity and range design for ‘smile’ is bold, vibrant, happy and positive. The brand’s playful visual language is translated across the whole design from the name, identity and packaging design, right through to the hidden tone of voice inside the packs. In an increasingly complex and unstable world, we wanted to create a kids’ brand that promotes happiness and generates delight – a welcome relief to the serious side of growing up, and let’s face it no-one can eat a donut without smiling!”
Shahzain Munir, Executive Director at EBM added:
“’Smile’ doughnut cakes are little icing coated, sprinkle covered, cream filled rings of delight. They just taste of happiness! Together with the team at Stormbrands we have created a brand that speaks to kids (and big kids) and counter-balances the serious by providing a generous dose of playful, fun! The brand is already loved by consumers and we’re seeing a tremendous impact in the market.”
Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!