Creative Agency: Springetts Brand Design
Creative Director: Paul Williams
Design Director: Lou Elms
Designer: Rob Wilde
Illustrator: Stuart Witter
Project Type: Produced, Commercial Work
Client: McVitie’s Cake Company
Location: United Kingdom
Packaging Contents: Cake bars
Following on from last year’s successful limited Edition Halloween cake bars McVitie’s Cakes have launched another spookily themed range designed by Springetts.
Inspiration for the design came from the idea of a witches’ delicatessen, where all the weird ingredients are picked from punnets, ready to take home and cook in their cauldrons. “We used the McVitie’s brand cartouche and adapted it to become a deli-inspired watchstrap label,” says Springetts designer, Rob Wilde.
Each pack uses different ingredients illustrations, created in-house by Springetts, that create a unique but cohesive range look. Using a bright, striking colour palette creates a standout between the brand colours and the illustrations. A forced perspective on pack makes it look like the ingredients are sitting in a punnet.
The resulting pack designs appeal to mums with the strong McVitie’s branding and the idea of witches’ ingredients and yucky ghoulish ingredients is just what kids are after for a Halloween treat.