McVitie’s cakes range lighten up

McVitie’s Cake Company has relaunched its Originals range of family cakes with new packs by Set Square Design. The Cheltenham consultancy was briefed to retain essential brand equities, and bring the packs up to date to increase on-shelf presence.

McVitie’s Cake Company has relaunched its Originals range of family cakes with new packs by Set Square Design.

The Cheltenham consultancy was briefed to retain essential brand equities, and bring the packs up to date to increase on-shelf presence. The Jamaica Ginger Cake pack – McVitie’s biggest cake brand – would have to sit “comfortably alongside the Lyle’s heritage of the treacle and golden syrup cake variants”, adds a Set Square spokeswoman.

The leaf device on the ginger cake has been retained, while the pack colour has been “brightened up”, says the spokeswoman.

“The strong product name typography on the front of the packs is enclosed within an arch shape to maximise impact on- shelf,” she says.

Set Square was approached by McVitie’s to work on the project.

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