Baking up a
new look

Mr Kipling

Bringing a traditional well-loved cake brand into the 21st century. 

Branding
Art Direction
Digital
Social
Experiential

Agency: Saatchi & Saatchi
Copy: Sarah Heavens
Design Direction: Sheetal Schofield

My role: Art direction & design

Project
summary

Back in 2015, Mr.Kipling underwent a huge makeover.
This well-loved brand had become tired and dated.

Working alongside JWT, Saatchi & Saatchi were tasked with all things digital.

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 door-steps across London.