Under its Peek Freans brand in Pakistan, EBM created a new line of single-serve Doughnut Cakes that shares an energetic and uplifting identity. The playful essence of the brand is communicated through every detail, from its visual language to the name of the range itself, Smile. Zoe Phillipson, StormBrands Creative Director, says "In an increasingly complex and unstable world, we wanted to create a kids’ brand that promotes happiness and generates delight – a welcome relief to the serious side of growing up, and let’s face it no-one can eat a donut without smiling!"
Smile Doughnut Cakes are coated with icing and sprinkles, filled with cream and described as rings of happiness. The decadent, individually wrapped treats can be found in comforting and classic varieties like chocolate and strawberry.
What Makes This Trend Stand Out
- Single-serve Dessert Innovation
- The creation of single-serve and indulgent desserts opens up the opportunity for unique and personalized packaging and branding.
- Child-centric Branding
- Brands can explore more fairytale, imaginative, and silly identities that resonate with and target younger audiences.
- Positive Messaging Marketing
- Brands can emphasize positivity, happiness, and light-heartedness to set them apart in a world that is increasingly complex and serious.
Sectors Adopting This
- Food and Beverage Manufacturing
- Food and beverage manufacturers can incorporate the trend of single-serve desserts and unique packaging to expand their dessert line.
- Branding and Design Agencies
- Agencies can explore child-centric and positive messaging design features for brands that are targeting younger demographics.
- Retail and E-commerce
- Retail and e-commerce sectors can utilize child-centric and playful branding to create an immersive shopping experience that resonates with younger audiences.
