Easy Bake baking mixes rebranding

Design: 2YOLK
Founding Creative Partner: George Karayiannis
Founding Managing Partner: Emmanouela Bitsaxaki
Senior Designer: Filippos Avgeris
Graphic Designer: Antonis Margaronis
Studio Manager: Alexandra Papaloudi
Account Executive: Eutuxia Skreka
Account Manager: Stefania Papakosta
Senior Copywriter: Despina Sakellaridi
Photographer: Stelios Tzetzias
Foodstyling: Michael Athanasiou
Project Type: Produced, Commercial Work
Client: Loulis Mills
Location: Athens, Greece
Packaging Contents: Baking mixes

Easy Bake baking mixes had already been the first Greek brand to develop a full range of mixes for sweet and savoury baked goods to make at home. Its arrival soon brought newcomers to super market shelves, and a new competitive category was born. In 2018, a qualitative survey indicated what consumers wish to find in this type of product, in both qualitative and emotional terms, and led to a brave rebranding of the Easy Bake range: new products, revamped recipes and, of course, new packaging.

Easy Bake had to distance itself from the “ready-made” label. The female consumers of this category need to be guilt-free about taking the “easy option” in the kitchen, while at the same time recognizing the brand’s added values, such as flavour, quality ingredients and creativity. The new Easy Bake packages enter the kitchen a couple of minutes after the oven is switched off, and the whole house smells of freshly-baked delights. The food styling captures the satisfaction of serving comfort food to one’s loved ones.