Gift bag - M&S Bakery - Brief

Brief:

To create a new area within M&S dedicated to selling freshly baked, in store, cakes and biscuits. To promote the idea of cakes and biscuits for Celebratory and occasional purposes. To produce an identity to do so, along with a packaging range, allowing customers to produce their own selectionary box for their own personalized occasion.

Considerations:

How will you promote the idea of these products being for occasions?
How will your packaging designs hold a range of different sized and shaped products?
What occasions will you design for?
What message will you convey in your advertisement material?

Background:

Bakeries were once dedicated to producing birthday cakes, wedding cakes and other such occasional items. Now we see less and less freshly produced caked, instead lines and lines of prepackaged boxed items in rows of aisles. Cakes have become and indulgent snack rather than an occasional item. 

Deliverables:

Create a new identity for M&S Bakery Section
Produce a packaging range for a maximum of 15 Occasions
Produce advertisement material
Design in-store graphics and stands for produce
Come up with a usable idea for a 'Pick and Mix' cake packaging stand

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Problem:

1. M&S Bakery doesn't supply fresh cakes / biscuits
2. M&S Bakery bread products have a strong ethos and branding, M&S Cakes and Biscuits don't

3. M&S Cakes aren't baked in store, nor are they fresh
4. M&S Cakes and Biscuits have a weaker branding and stance than the Fresh Bread instore
5. Cakes are for celebrations, M&S's Packaging and Graphics don't promote this idea

Solution:

To re-brand M&S Cakes and Biscuits section to the same standard as the Bakery, design an area dedicated to fresh cake and biscuit produce in store with M&S. To Produce a range of packaging which can be selected by customers to pick and choose their own range of fresh produce to package, determining occasion. The packaging will promote the idea of celebration and occasion rather than for unhealthy snacking.

Range:

A range of packaging, suited to a range of people, occasions and celebrations
To produce an identity for Cake Bakery, to use across a range of in-store graphics, labels, packaging, signs, stands, promotional and advertisement material.
Packaging styles need to consider different cake sizes, shapes and delicateness. 

Distribution context:

Dedicated area within M&S for selling fresh produce, providing a packaging and 'Pick and Mix' station