Designs baked for Whitworths

The Design Group has created packaging for Victoria Food’s latest launch, Whitworths Home Baking Mixes, which will hit supermarket shelves this week.

The range, which is produced under licence from Whitworths, includes cake, pastry, crumble, dumpling, pancake and Yorkshire pudding mixes.

The Design Group has been working on the packaging since June. Director John Winn says that it didn’t have a distinct design brief. ‘It was more a case of come up with a design that could go across the whole range, that could give an impression of how it can be used and that stood out in a very competitive market,’ he says.

The design is based on a blue background with ‘mouth-watering’ images of the finished product.

The consultancy won the five-figure project without a pitch. It has worked with Victoria Foods for over two years and was responsible for the packaging of the Jane Asher cake range last year.