The refresh of Sticky Toffee Pudding
Some jobs are a pleasure from the start, and redesigning the sleeve for The Sticky Toffee Pudding Co. was one of them. The puddings are rich, indulgent and properly delicious, so the job was simple: make the pack look as good as what’s inside and help it stand out on a busy chilled shelf.
The brief
The new design had to fit the existing cutter, so the pack size and shape stayed the same, and the current logo stayed too. Everything else was open. The aim was to give the sleeve more presence on shelf and a more premium feel, without losing the warmth that makes a sticky toffee pudding so appealing in the first place.
The typography
A pudding this rich needed type with some warmth and character. I chose [font name] for its friendly, confident feel. It sits well alongside the existing logo and gives the pack a more premium look before anyone reads a word.
The photography
On a pack like this, the pudding has to do the selling. Guy Hinks took the photography, and his close-up shots of the sponge and glossy sauce made my job a lot easier. The design was built to give his images plenty of room so they could take centre stage.
The embellishments
Every good pudding has sauce running down the side, so the pack does too. A drip runs down the edge of the sleeve, in toffee for one pudding and chocolate for the other. It’s a simple detail, but it tells you the flavour at a glance and makes the pack look good enough to eat.
The colour palette
The colours come straight from the product. Warm caramel tones for the toffee and deep, rich browns for the chocolate, both matched to the sauces themselves. Each pack looks like the pudding inside, which makes it easy to spot your flavour on shelf.
The finished packs
Bringing the type, photography, drip and colours together gave us a sleeve with much more shelf presence and appetite appeal, while keeping the same pack size and the logo customers already know. The images here are in situ visuals showing how the new packs will look on shelf and at home.
Coming soon to Morrisons
The new packs will be in Morrisons stores soon, so keep an eye out in the chilled aisle. You might just find me first in the queue. After weeks of looking at sticky puddings and glossy sauce, I’ve never been so hungry.