Create package for new gourmet dessert that will be sold in US
wholesale foodservice markets and select retailers.
We are launching a new dessert called Sea Salt Caramel Cake. We
created a draft design (attached)
but are looking for something more elegant.
WHAT WE DON'T LIKE WITH CURRENT DESIGN
We developed a very quick initial package design mock up (attached),
but would like to improve upon it. What we don’t like:
• The design is not quite elegant or sophisticated enough
• The title is a bit too bold and brashy
• We feel the font styling is not as upscale as we'd like for this
WHAT WE LIKE ABOUT CURRENT DESIGN
The product beauty shot is large,front and center. The background
treatment is OK, but we'd love to
see some other ideas.
We would like the new box package to be more upscale and communicate
our brand attributes while also standing out from the crowd behind
glass doors of the frozen dessert case. See below for competitors and
attached for other dessert packaging examples.
WHAT WE NEED FROM DESIGNERS
We realize this is a quick turnaround, so for this project’s
purpose, you can just focus on the front design (or ideally if you
have time - front, top and sides to present a 3-D version but we
really only need the front for this initial phase). Once we select a
winner, we will work with that designer to finesse the packaging and
work on the back of the package with more descriptive copy,
nutritionals and ingredients.
The first target for this design are frozen dessert category
buyers. The ultimate targets for this packaging are twofold: (1)
chefs and restaurateurs who purchase
the product for their restaurants and (2) consumers
of supermarkets/retailers who are shopping in the frozen dessert
aisles and are either looking for something new or this packaging
caught their eye and they like the value of the dessert/it looks
delicious so they put the dessert in their shopping cart.
BRAND ATTRIBUTES/IMPRESSSIONS TO COMMUNICATE
• Melt-in-your- mouth. DELICIOUS!
• Restaurant/Pastry chef quality. Superb.
• Authentic/all-natural ingredients
• Excellent value.
➢ For restaurateurs: Put this on your menu. It will be a hit with
➢ For consumers: Put this on your table. It will be a hit with your
friends and family.
GOALS TO ACHIEVE WITH NEW DESIGN
• Have client buyers give us the green light to launch this new
• Once launched: have consumers and restaurateurs try this new
• Achieve satisfactory levels of sales so product stays on shelves.
MUST HAVE IN PACKAGING FRONT
• Box die lines are attached for 10” cake. Package dimensions are
10+5/32 X 3+1/8 X 10+1/8. For now, just provide us with a front and
side design. Once a designer is selected, we will work with you on
the back with more copy points, nutritionals, etc. We will also want
related design for a tray version of this cake.
• Product beauty shot should be the focus of package. Beauty shot
image should take up half or ¾ of the package. We want people to
feel like they’re about to bite into this delectable dessert.
• Sweet Sofia logo – not too large (shouldn’t overpower the
beauty shot). Prefer it in the upper left corner but open to ideas.
• Bottom right copy points:
o KEEP FROZEN
o 14 PRE-CUT SLICES
o NET WT. 3.5 LBS (1587g)
• Product name font and product beauty shot should be large enough
to see behind glass of frozen desserts case.
CHANGES AND NOTES (from draft design)
➢ CHANGE TITLE: So the words “Sea Salt Caramel’ are large and
prominent, and the word ‘Cake’ is small.
➢ CHANGE CALL OUT: We want to replace ‘Rich & Decadent’ with
the following call out: ‘America's Hottest Flavor!’
➢ ADD ROMANCE COPY UNDER TITLE or somewhere in package:
‘Seductive marriage of chocolate and salted caramel."
* KEEP - 'Serving Suggestion' somewhere near the plate, but keep the
lettering very small.
➢ Note: We do NOT need the KSA Dairy logo at this time.
➢ NOTE: Once a designer is selected and this package is completed,
we will need a similar version for our 2 lb. tray package. We will
work with the same designer that’s selected for that project.
We are very open to suggestions, but would like the color scheme to
complement and highlight the product beauty shot. See examples
attached, but we are definitely not wedded to these color schemes. OK
to go with bolder colors to catch the eye, but should go nicely with
the plating photos.
We’re open to font styling for the product name and call outs. Font
size and styling should be bold enough to see behind the freezer case
and immediately catch your eye (not too subtle...). Would be
interesting to see fonts with some kind of styling flair (see current
packaging font or ‘S’ of Sara Lee attached). IMAGES & LOGO
See attached for product beauty shot and Sweet Sofia logo to be used
for packaging. Also attaching the current packaging mock up that we'd
like to improve upon.
Thanks, have fun and we look foward to seeing your creativity shine