PILLSBURY | BAKING MIXES & FROSTING REDESIGN
…like something from the oven, and Pillsbury says it best.”
After in-depth brand research and auditing, The J.M. Smucker Company concluded a redesign of their entire line of baking mixes and frosting was essential to capturing a growing younger audience while retaining long time Pillsbury brand loyalists.
The redesign needed to play to Pillsbury’s strengths (like the Doughboy and signature Pillsbury Blue) but photography, graphic communication, and segmentation all needed a fresh look.
Through on-going refinement and adaptation, including the addition of an intuitive color-coding system, the line was launched in 2016. Follow-up research shows that the redesign effectively retains Pillsbury’s traditional users while broadening the brand’s appeal to a younger consumer target.
Stylized food photography and the expressive qualities of it’s typography work together in redefining Pillsbury for a new generation of bakers, but the reassuring presence of the Doughboy, the blue box, and the classic barrelhead logo keep traditional users coming back to Pillsbury like old friends.
