Pricake Design & Branding PRICAKE - GUILTLESS GLUTTONY by 100% Design

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Industry Retail, Distribution & Rental companies, Confectionery & snacks, Baking, Cakes & Desserts
Media Design & Branding
Market Brazil
Agency 100% Design
Creative Director Patricia Oliveira, Renata Melman Pasmanik
Designer Bruna Wehba, Mike Câmara
Released August 2011

Credits & Description

Category: Consumer Products
Advertiser: PRICAKE
Agency: 100% DESIGN
Owner: William Aguiar (Pricake)
Owner: Priscila Storino Aguiar (Pricake)
Creative Director: Renata Melman Pasmanik (100%design)
Creative Director/Designer: Lilian Chiofolo (100%design)
Creative Director: Patricia Oliveira (100%design)
Designer: Mike Camara (100%design)
Designer: Bruna Wehba (100%design)
Graphic Producer: Valéria Forte (100%design)
Account Manager Coordinator: Debora Chiofolo (100%design)
Design Account Manager: Ana Lucia Cavalcanti (100%design)
Art Worker: Fernanda Leão (100%design)
Media placement: Visual Identity - Pricake Store - 25 August 2011

Describe the brief from the client
Developing all visual identity: from branding concept, stationery and packaging to store identity for Pricake. Pricake came to life from a dream of creating a product, capable of uniting the natural ingredients to a gourmet universe. All of this harmony is achieved with a mini cupcake; the size of a PET bottle cap. You can try many flavours without any guilt!

Describe the challenges and key objectives
The main challenge was balancing the natural and healthy with the refined and indulging. That’s how the concept of the brand came about: uniting the mini cupcakes shape simply with the leaf, representing naturalness.

Describe how you arrived at the final design
This concept extends from the store to the consumer’s home. The boxes have been developed in order to feature the mini cupcake’s beauty: creating mystery, like a jewellery box, and also favouring the sustainable use, through a handle on the top of the box, eliminating the need for a bag.
Packaging was thought out to accommodate 4, 12 or 24 product units, emerging from a sole modular 4 piece tray, which lowered the initial cost (by being just one mould), avoiding wastage of material, since the same tray will fit for every box format.

Give some indication of how successful the outcome was in the market
Ever since its opening in August 2011, the shop has been a major success, selling out the whole production on a daily basis, with staff working twice as hard to handle all orders by demand: in addition to being a part of the gourmet circuit in São Paulo city.