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    Complete redesign of the Tastykake brand and packaging for two key products. The intention behind this project was to test the reactions of consu… Read More
    Complete redesign of the Tastykake brand and packaging for two key products. The intention behind this project was to test the reactions of consumers to rebranding. This lead to the drastic change in logo and style of packaging in order to maximize the consumer's response. *Please note: This project is in no way affiliated with the Tastykake brand. It was specifically formatted for a MFA class project. Read Less
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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.
Still life of completed Krimpet and Pie boxes
Redesigned Tastykake logo
Redesigned cherry pie packaging die
Redesigned apple pie packaging die
Redesigned krimpet packaging die