Like many successful heritage brands with a wide variety of product types, Duncan Hines needed to reevaluate their product line. The packaging was dated and the line had become fragmented.

Like many successful heritage brands with a wide variety of product types, Duncan Hines needed to reevaluate their product line. The packaging was dated and the line had become fragmented.

The goal was to create a solid branding system to differentiate among 3 different product segments & price points – Classic, Signature and Decadent.

The goal was to create a solid branding system to differentiate among 3 different product segments & price points – Classic, Signature and Decadent.

The result significantly transformed the line allowing for clear product segmentation within a family look. This assists consumers in the shopping experience and improved shelf impact at retail, perhaps β€˜the icing on the cake!’

The result significantly transformed the line allowing for clear product segmentation within a family look. This assists consumers in the shopping experience and improved shelf impact at retail, perhaps β€˜the icing on the cake!’