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*theoretical project*
Betty Crocker's old school favorites
Betty Crocker created a new line of "Old School" cake flavors. I designed the packaging, print ad, and in-store box display.
goal
Stay True to the Brand
My main goal was to re-design the Betty Crocker packaging for this limited time set of cake mixes, while staying true to the brand that consumers already know and trust. To do that, I tied in elements from the old packaging to the new boxes, like the blue flavor banners. I also used their classic spoon logo, but updated the colors to be consistent with the new boxes. Lastly, I re-used ingredient illustrations from old boxes that consumers are already familiar with.
Design choices
The line consisted of four vintage cake flavors; honey rum, cocoa cola, citrus dream, and pear which were popular in the late 70s and 80s. I wanted every color, photo, and feature to feel fun and retro to match those flavors.
In my research I found that pink, blue, yellow, and green were some of the most popular pastel colors of the 80s. And while I wanted to use those colors, I did update them to be less "pastel" and slightly more saturated like the bright red in Betty Crocker's current packaging. This was overall more appealing to the modern consumer and Betty Crocker's existing audience.
Box designs
The first thing I did to the boxes was update the logo. Since it was one of the most important elements, I showcased it with a pop of yellow front and center.
Then, in order to make the LTO flag and the cake flavor banner stand out, I made them blue to contrast the warm tones of the background photos. Lastly, the name of the line "Old School Favorites" is sitting back a couple of layers behind the more important elements.
On the backside, I did switch a few things around like the layout of the instructions, and the use of Spanish.
In my research, I saw that Betty Crocker has been including Spanish on newer boxes because a big chunk of their consumers are actually Spanish speakers so it was important for me to include that on my boxes.
point of purchase
This is the point-of-purchase in store display. Products would be pushed from shelves onto these displays. I added a limited time only banner to the side to draw attention to the fact that if the consumers wanted to try these mixes, this may be their only chance.
All of those decisions were made in order to drive consumer visibility, interaction, and of course, sales.
result
The end product for Betty Crocker's new line of "Old School Favorites" cake mixes is fun, retro, and most importantly, true to the brand and appeals to Betty Crocker's existing consumers.
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