Our work for Gateaux

Gateaux rebranding proves effective

31 October 2003

Our work in repositioning the Gateaux brand and repackaging the Gateaux range of cakes has recently been recognised by the Graphic Design Business Association, winning first place in the packaging category of their 2003 Irish Design Effectiveness Awards.

The award was accepted by Eddie Scaife, Managing Director RHM, and Fran Lambkin, Creative Director BFK at a ceremony on Friday, 26 September 2003.

The Graphic Design Business Association represents, supports and promotes the Irish graphic design consultancy sector. Now in its eighth year, the GDBA Irish Design Effectiveness Awards provide a platform from which design solutions are measured on their economic effectiveness and perceptible influence.

Revitalising the Gateaux brand

26 April 2003

Projecting a clear proposition appealing to the mainstream confectionery market was central to revitalising the Gateaux brand. We achieved this by updating the brand mark, developing a new packaging style and creating synergy across the product range.
Background
For over fifty years Gateaux has been a leading brand in the long-life pre-packed cake market in Ireland, with nationwide distribution and strong retail trade support. However in recent years new market entrants, both branded and private label, have increased competition in the growing €70 million cake market.RHM Ireland, owners of the Gateaux brand, commissioned BFK to reposition, rejuvenate and update Gateaux - to refresh the brand mark itself and to overhaul the packaging range. This would involve an entire brand renewal, creating real food values while maximising shelf impact.
Research
Recent research revealed that the brand was seen as old fashioned and industrial. Packaging was perceived to be dated and did not project a sufficiently positive brand image. However, the brand was ubiquitous, especially in the case of the Swiss Roll, Gateaux's leading product, and was still regarded as a regular family buy. Though dated, there was clear equity in the brand - a good basis from which to evolve a contemporary solution.
Creative solution
This project presented three key creative challenges. Firstly to contemporise the Gateaux brand mark, creating more excitement about the brand while maintaining established equity. Then to develop a structured packaging design system that would communicate the core message of soft, tasty sponge for all the family to share. Finally to generate powerful shelf impact and stronger food cues. Our solution was to evolve the Gateaux brand mark into a more dynamic, softer, curving shape to reflect the sponginess of the product itself. The chosen soft script typeface creates a friendly, hand-written look. The purple and green of the existing brand mark have been retained but brightened to create a more vibrant look. The soft curving shapes of the new brand mark formed the starting point for the packaging. A bright colour palette using two shades of green and purple forms a unique background for all packs. This echoes the brand mark colours and, most importantly, establishes an impactful and consistent shelf presence.
The product photographs look directly into the cake facings to focus on product quality and blur out to the edges creating a contemporary and soft photographic style. Each image is dressed simply, according to product variety (raspberries, pineapple pieces, chocolate flakes, etc.) to establish stronger food values and more mouth-watering appeal. Back-of-pack information has been restructured to improve consistency across the range.
Launch
Gateaux launched the revitalised brand with a special Christmas range in November 2002. The standard range was launched in January 2003 with both advertising and promotional support. The launch followed extensive consumer research of the pack designs and RHM are confident that the new look will perform successfully in an increasingly competitive marketplace.
As Paul MacGabhann, Marketing Manager RHM says "BFK became part of our marketing team and certainly added value in terms of establishing the strategic direction for Gateaux. The complete redesign of the Gateaux packaging was handled very professionally and the output was outstanding." Brand Manager Kathryn Frost adds "The new pack and brand mark redesign with its fresh, contemporary feel has been a core part of the relaunch of the Gateaux brand. We look forward to working with BFK on our next project."