Following the trend of simplifying the preparation of desserts in the kitchen of the modern home, Victoria’s lab presents three different cake mixes.
The choice of flavors: Vanilla, chocolate and red velvet, led ABC Design to study different time periods, when homemade cake was an established habit in the family and was prepared almost every day. The design strategy of the three packages was based on the imagery of American aesthetics of the 50’s, with the handmade cake that awakens familiar memories and evokes the image of the ideal homemade dessert. Photographing the cakes and placing them at the bottom of the package wants to give the impression that the cake has just come out of the oven. This is the best moment of cakes because we all await the result of the effort with the highest expectations.
The star of the packaging is the baked cake, framed by vertical stripes covering the entire surface of the package (in different colors, corresponding to each product), accentuating thusly the image of the cake. The bright yet deep colors present in the packaging was an important decision after the study was done to convey family love care – feelings that awaken in the consumer when they see the packaging on the shelf. The recipe for making the cakes is on the back of the package as well as information on its nutritional value. The logo subscribes to the graphic aesthetics of the ’50s, introducing a line of products distinctively unique but also fully harmonized with the market trend for homemade cake. The recipe for making the cakes is on the back of the package as well as information on its nutritional value. The logo subscribes to the graphic aesthetics of the ’50s, introducing a line of products distinctively unique but also fully harmonized with the market trend for homemade cake. The line of three cakes is a retail product in delicatessen mini markets and selected food stores.