Nothin’ Says Lovin’ Like Pillsbury.

The Pillsbury’s consumer insights team concluded that a redesign of their entire line of cake mixes, brownie mixes and frosting was essential to both capture a growing millennial target and to maintain their classic Pillsbury consumers. The visual design strategy needed to play to Pillsbury’s strengths (the Doughboy and signature Pillsbury Blue), but product photography, messaging and segmentation needed to be revitalized for a next generation of bakers.

The design solution is one that effectively balances Pillsbury’s tradition and heritage while broadening the brand’s appeal to a younger consumer target.

Stylized food photography and expressive typography work together in redefining Pillsbury for a new generation, while the reassuring presence of the Doughboy, the blue box, and the classic barrelhead logo keep traditional users coming back. It’s this balance, an our experience with heritage brands that allowed us to keep the brand relevant for years to come.