Advertiser SUGAR DADDY
Product BAKERY
Entrant LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Type of Entry: Design
Category: Packaging
Title: CAKE IN A BOX
Advertiser/Client: SUGAR DADDY
Product/Service: BAKERY
Entrant Company: LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Design/Advertising Agency: LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Creative Credits
Name Company Position
Malek Ghorayeb Leo Burnett Dubai Regional Executive Creative Director
Yayati Godbole Leo Burnett Dubai Creative Director
Kapil Bhimekar Leo Burnett Dubai Art Director / Typographer
Jaison Ben Leo Burnett Dubai Copywriter
Ronald Zouien Leo Burnett Dubai Account Director
Brief Explanation:
Idea: We interviewed loyal customers of the bakery and asked them to use one word to describe what their taste buds experienced. We then quantified their feelings by comparing it to the weight of the cake. The idea was then translated into fresh, engaging and playful packaging designs through interesting typography and illustration.
Describe the brief from the client:
Brief: Sugar Daddy’s bakery was famous for its unique cupcakes. Chefs were constantly inventing new recipes and adding it to the menu every month. The bakery wanted the packaging for their cupcakes to reflect this uniqueness too.
Description of how you arrived at the final design:
Results: Customers always had a sweet smile when they saw the one-word description illustrated on the packaging. They even started collecting these cake boxes and were constantly on the lookout for new cake box designs.
Indication of how successful the outcome was in the market:
Not communicated by the client
The Design & Branding titled CAKE IN A BOX was done by Leo Burnett Dubai advertising agency for product: Bakery (brand: Sugar Daddy) in United Arab Emirates. It was released in the Oct 2010.
DM