Caketails box



“Caketails reflects the growing trend for cocktails and is one of the first cakes of its type to be produced using actual Jamaican Rum. We will initially be in sixty ASDA stores, but our aim is to extend this and develop further opportunities with other retailers and to grow the range”.

Errol Drummond, Owner.

Packaging design
Packaging design
Packaging design

The Brief

Sunrise Bakery were launching a new cupcake product to break into the ‘cocktail lifestyle’ led mainstream market. The bakery was inspired by introducing vibrant cocktails, such as Mojito, Pina Colada, Passion Fruit Daiquiri and Rum Punch, all including Jamaican Rum into a cupcake, so you would get…“Caketails”.

After working with Sunrise Bakery on their core product packaging, Sunrise tasked Serendipity2 to design a new brand for a joint venture product launch with Asda.

Our Approach

S2 researched the muffin category and developed a brand name and packaging themed around cocktail flavoured cakes. Caketails was signed off and further concept development was undertaken to develop the right packaging and theming to help launch this new product in a very competitive space.

S2 produced the artwork to high standards, ensuring that the brand packaging was vibrant and having a tropical theme. As a result of this, we created four SKU packs for the ‘Caketails’ brand ensuring maximum impact instore and with the end consumer.

The Result

Sunrise Bakery has new brand packaging designed for the new range of cocktail inspired cakes. The packaging needed to reflect the vibrant and cultural theme and have its own brand identity which would help it “pop off” the shelf and grab the customer’s attention.


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