For this project the brief was to reinvigorate Ma Baker's ‘naughty but nice’ occasion-food brand.
The rebrand required a packaging for both the baking and confectionery ranges of marshmallows, bringing fun and vibrancy to the fore.
The chirpy, folksy baking Grandma character on the former pack fronts was retired. Instead, a contemporary and friendly polar bear character was established that could provide playful narratives on front of packs. This was teamed with a vibrant, simplified colour palette to grab shoppers’ attention.
The Ma Baker rebrand has been hugely successful. Sales have soared and Ma Baker's boutique brand of confectionary marshmallows are now the second largest sellers in New Zealand after the confectionary giant Pascalls.
Agency: Brandwell
