Free & Easy Cake Mixes and Soups



Creative Agency: Pemberton & Whitefoord LLP
Project Type: Produced, Commercial Work
Client: Free & Easy (Healthy Food Brands)
Location: London, UK
Packaging Contents: Soup, cake
Packaging Substrate / Materials: Aluminium, cardboard

Pemberton & Whitefoord has designed Free & Easy’s new free-from cake mix and soup ranges.

The London-based creative consultancy has created packaging for the cake range that consists of four 350g bake-at-home cake mix products: Chocolate Cake, Sponge Cake, Ginger Cake and Carrot Cake. Each cake is free from wheat, gluten, dairy, nuts and most other common allergens as well as being suitable for both vegetarians and vegans. P&W also designed a range of seven 400g organic, free-from soups: Sweet Potato & Chia Seed, Pea & Mint, Butternut Squash & Ginger, Broccoli & Kale, Carrot & Coconut, Lentil & Red Pepper and Tomato.

Cliff Moss, Managing Director of Healthy Food Brands commented: “We have worked with P&W over many years and continue to find them innovative and in tune with the constantly changing market conditions and branding developments; this has resulted in a closeness in mindset between our businesses which would be impossible to replace. The market response to these new products due to the rebrand is very satisfying to see”.

P&W Partner, Adrian Whitefoord, remarked, “Our long-standing relationship with Healthy Food Brand’s has enabled P&W to work on some inspiring projects including: Rayner’s Foods, The Really Interesting Food Co and PLJ. Our recent brief to design cake-mixes and soups for Free & Easy was gratifying; we’re pleased the HFB team are satisfied our design solutions will help them in taking a slice of the growing free from market.”

The Free & Easy Gluten and Dairy Free Carrot Cake Mix recently won a prestigious Gold award in the FreeFrom Food Awards ‘Store Cupboard’ category.

The mixes and soups are available at Holland & Barrett, major multiples and health-food stores nationwide.

What’s Unique?
The designs unite through a naive illustrative style and mouth-watering photography of the end product. Dynamic use of typographic styles also helps to create a vibrant collection. The playful packaging solutions contrast to other home-bake cake mixes and ready-to-heat soups, ensuring strong shelf-standout and appealing to a broader health-conscious demographic.

While crafting the range, P&W also redesigned the Free & Easy logo too. The result is contemporary whilst retaining its original chalkboard style.