REDCAP Swiss Roll

The Redcap roll is a new product from the KDV Holding. It belongs to the Yashkino line where rolls with customary flavors were produced, such as caramelized milk, chocolate, strawberries and cream, cherries, blueberries. Redcap is a more premium product: it tastes like the Red Velvet dessert and comprises the mascarpone cream.

We had to develop a logo and packaging design for the new roll to stand it out from both the competitors and other Yashkino products on a shelf.

Most desserts in this category look vivid: red color, contrasting combinations, smooth layout. Such products are strongly associated with a celebration; they bring joy not only on the table but also at the very moment of purchase. Our task was to move to this joyful and festive beat, as well as emphasize the special taste of the roll.

In customers’ minds, biscuit products belong to an even broader category: flour confectionery and sweets in general. In addition to biscuits, rolls, and cupcakes, this includes cookies, waffles, cakes, chocolate, and candies. Thus, the list of competing products, against which Redcap should stand out, is quite extensive. But that’s not all: on a shelf, it has to compete not only with other brands but also with the kindred products of the Yashkino line. So that a buyer, choosing between a simple roll with condensed milk and an impressive Redcap dessert, preferred the latter.

Most desserts in this category look vivid: red color, contrasting combinations, smooth layout. Such products are strongly associated with a celebration; they bring joy not only on the table but also at the very moment of purchase. Our task was to move to this joyful and festive beat, as well as emphasize the special taste of the roll.

The logo composition becomes layered and striped, similar to a dark red sponge cake with white cream. The main part of the packaging is dedicated to the product itself: it is a large and clear food zone without any distracting elements. The combination of deep blue and bright red attracts attention, stands the package out on a shelf. Meanwhile, green mint leaves emphasize the depth of the red color and highlight it.