Molten Cake Co - International Branding
- Pearl Resourcing
- Nov 7, 2023
- 2 min read
A beloved and popular treat in Europe, Aunty's "Steamed Puds" are pre-made British desserts consisting of a moist, rich sponge.
A British pudding is traditionally steamed and then smothered in a variety of sauces like ginger syrup, golden syrup, or chocolate.
Aunty's is convenient, ready to be heated in a microwave for 30 seconds, and sold as a classic home-made style treat often in individual servings. Inside each cup is a sponge cake with sauce at the bottom.
Take an individual cup and peel away the foil. Microwave and flip them to have a hot dessert covered in a delicious sauce.
TIME FOR A NEW BRAND FOR AMERICAN SHOPPERS
Walter & Wild (W&W), who owns the brand, was looking to re-frame and re-brand for the United States. They trusted Pearl Resourcing for their international re-brand.
Their goal was to create a brand that felt like fun, homey, sweet comfort food. However they also needed to compete with national brand leaders like Betty Crocker. The new brand had to portray the founding brand's global presence and expertise, even though they were an emerging brand in the USA.
OUR PROCESS
Pearl helped W&W pick accessible flavors - caramel, blueberry and chocolate.
Next Pearl explored new brand names and logos. The W&W team selected on Molten Cake Co.
To describe a "steamed pud" to an American audience - Pearl created product name options. The final selection was "Molten Mini Cakes."
Pearl revised the front facing romance to describe the product in American terms: "Two moist mini cakes smothered in a rich flavored sauce. Heat, Flip, Enjoy!"
PHOTOGRAPHY
Next Pearl coordinated food photographers to capture a fresh view of the steamed cakes.
SELL UNIT PACKAGING
Starting packaging artwork process we focused on flavor and making the product the hero.
CLUB PACK
Ensuring the products are ready for club stores, Pearl designed bulk family boxes. A priority was clarifying the number of servings in each box.
PITCHING TO RETAIL
Once the packaging was done we had to prepare the pitch for retail.
Pearl designed the floor display, pitch decks and trade show displays.
Offering floor displays that are easy to read from far away was intended to attract customers.
Creating a single design for all flavors meant it can be filled with one or mixed flavors - an affordable printing option for the brand as they scale.
-------- Seeking your own Molten Cake Co treats? Visit: https://www.moltencakeco.com
--------
Interested in having your branded packaging design created by a trusted partner? Schedule a 30 MINUTE DISCOVERY CALL on our website: http://pearlresourcing.net
Comments