White Wings is the oldest baking brand in Australia, dating back to 1898. Unfortunately it was guilty of acting its age. Baking is a joy, a tactile involving process, however the brand was not positioning itself in the emotional space of the joy of baking.

Bakers love the process, the transformation, the emotional reward of seeing other people enjoying their creations. The strategy sought to reconnect bakers to the process, and the promise of a magnificent end result.

The previous design featured somewhat a 1950s narrative of a women baking and serving in the kitchen. This has now gone, replaced with an involving design that celebrates the very tactile (and often messy) nature of the baking process.

The new positioning bought to life through the new design, now invites you to get stuck in, get involved. The brand promise is to have fun and enjoy the process whilst making those baked delights. FMCG can often be a dull old affair in the way it seeks to use photography to appeal to consumers. Here I believe we scored a goal, through styling. Up close and messy…wonderful. It begs the onlooker to participate, if not salivate. Balancing the mess with appetite appeal was a fine line to tread.

The result is highly involving without going too far. Part of the project was innovation via a new Crafted range who aims to appeal to those highly competent bakers who love a little challenge. Credit must also go to the client team who let us go this far with the transformation. This new work is all about the joy! To steal a line from the ad agency ‘Bake it and they will come’. Amen.