Off the back of a re-brand for New Zealand importers of fine foods, House of Fine Foods, we were awarded the job of evolving the in-house mallow brand: Ma Baker.
The rebrand required 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.
Naming and concepts were developed also for a range of fudge and nougat confectionary.
