It's no secret that consumers develop relationships with their favorite brands. The goal of the Tastykake packaging redesign was to change the consumers perception of the brand from a processed pastry company to an organic, local bakery. This was accomplished through combination of kraft paper, typography, and simple graphics. In a small study conducted on Kutztown University's campus, participants gave their feedback on the redesign. 90% liked the new packaging and thought it felt fresh, healthy and organic. The other 10% were upset about the drastic change in the logo.