Baking up
a new look and feel
Mr. Kipling
Bringing a traditional well-loved cake brand into the 21st century.
Project involved:
Branding - Social - Website - ExperientiaL
Role: Creative, art direction & design
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Agency: Saatchi & Saatchi
Copy: Sarah Heavens
Project summary
Back in 2015, Mr.Kipling underwent a huge makeover. This well-loved brand had become tired and dated.
Saatchi & Saatchi were tasked to take care of all things digital. We also worked alongside JWT to ensure the tone of the voice was parallel to its new positioning.
I led the whole re-design of their brand site. Delivering a bright and eye-catching responsive website that had the brand’s vast social media presence at its heart.
The careful direction of the packaging agency was also required to ensure consistency across online and in-store.
As Mr Kipling's new brand guardian, I created the brand and social guidelines, bespoke iconography, illustration, and hundreds of assets for use online.
I was also involved in Mr.Kipling’s sponsorship deal with The X-factor, leading our 'Cake-Away' social campaign - a Saturday night takeaway service that brought Mr Kipling cakes to your doorstep on our own Kipling bike. Plus, I helped activate the first-ever ‘cake’ billboard, yes, a billboard literally made of cake.
Brand and social guidelines, bespoke iconography, illustration, and hundreds of assets for use online.
Our 'Cake-Away' campaign, delivered Mr Kipling cakes to doorsteps across London.
