Sara Lee packaging by Hurricane

Hurricane has revamped the packaging for the Sara Lee Danish pastry range, which is due in-store in the first week of November.

The consultancy won the job following an initial credentials presentation, followed by a proposals pitch that took place in June for an undisclosed fee.

The brief was to update the design and make the packaging for the range of three types of Danish pastry more coherent.

Sara Lee owner Hibernia Bakeries, which bought the UK-based company from multinational Sara Lee Corporation in June, originally wanted the packaging to reflect the different times of the day that pastries are eaten.

However, after research which indicated that consumers didn’t want the packaging to be overly directional, Hurricane focused on the use of colour to highlight different flavours.

Hurricane managing director David Myerson says it used strong colour to evoke warmth and modernity and draw attention to the different pastry flavours.

James Midgley, product manager of Hibernia Bakeries, says of the project, ‘It was important to maximise the communication of our traditional bakery values, but still retain a contemporary feel.’