Create package for new gourmet dessert that will be sold in US
wholesale foodservice markets and select retailers.
We are launching a new dessert called Chai Mousse Cake. We
created a draft design (attached) but feel there is room for
WHAT WE NEED FROM DESIGNERS
We realize this is a quick turnaround, so for this project’s
purpose, you can just focus on the front design (or ideally if you
have time - front, top and sides to present a 3-D version but we
really only need the front for this initial phase). Once we select a
winner, we will work with that designer to finesse the packaging and
work on the back of the package with more descriptive
copy,nutritionals and ingredients.
• Ideally, we would like to see two versions of designs – one with
an Asian feel, and one without. Once we see some examples, we will
narrow it down.
• Product beauty shot should be the focus of package. Beauty shot
image should take up half or ¾ of the package. We want people to feel
like they’re about to bite into this delectable dessert.
• Beauty shot should face left (not right), with whipped cream on
the left-hand side.
• Sweet Sofia logo – not too large (shouldn’t overpower the
beauty shot). Prefer it in the upper left corner but open to ideas.
• Product name font and product beauty shot should be large enough
to see behind glass of frozen desserts case.
• ‘14 PRE-CUT SLICES’ should be large and prominent
• ‘Serving Suggestion’ should be very small and somewhere near
the plate (does not have to be on the plate, though that is an
Bottom right copy points:
o KEEP FROZEN
o NET WT. 4.0 LBS (1814g)
• Box die lines are attached for 10” cake. Package dimensions are
10+5/32 X 3+1/8 X 10+1/8.
CHANGES FROM DRAFT DESIGN
➢ INCLUDE A CALL OUT: ‘GLUTEN-FREE’. You can use some kind of
icon to depict this, or just the wording. Can be some type of ribbon,
box or circle.
➢ ADD A TAGLINE UNDERNEATH TITLE : “A New Aromatic Tea-Infused
➢ DELETE: KSA Dairy logo
➢ DO NOT INCLUDE GRAPHIC BEHIND TITLE – We prefer not to include a
graphic behind the title, such as is depicted in the draft design.
Would rather have visual for package background only (for Indian or
➢ OPTIONAL: ADD A CHAI GRAPHIC – We thought it would be
interesting to add a visual element to depict chai ingredients
somewhere on the package. There may not be enough room on the front
(might have to add to the back panel), but feel free to play around
with this concept.
➢ If you search ‘chai’ in stock photo sites, you should be able
to find something (we will purchase for winning design). Here’s a
link to a couple of images found online. We’d want to use something
for purchase, but these will give you an idea of possibilities:
BACKGROUND VISUALS – For the ‘Asian/Indian Inspired’ designs, we
are open to background visuals. You may want to do a search for
‘fabric from India’ for inspiration. We are totally open to
suggestions. The colors should go with the product beauty shot, and be
visually interesting enough that they will be seen behind the freezer
case, but not overpowering the product image.
The first target for this design are frozen dessert category buyers.
The ultimate targets for this packaging are twofold: (1) chefs and
restaurateurs who purchase the product for their restaurants and (2)
of supermarkets/retailers who are shopping in the frozen dessert
aisles and are either looking for something new or this packaging
caught their eye and they like the value of the dessert/it looks
delicious so they put the dessert in their shopping cart.
BRAND ATTRIBUTES/IMPRESSIONS TO COMMUNICATE
• Melt-in-your- mouth. DELICIOUS!
• Restaurant/Pastry chef quality. Superb.
• Authentic/all-natural ingredients
• Excellent value.
➢ For restaurateurs: Put this on your menu. It will be a hit with
➢ For consumers: Put this on your table. It will be a hit with your
friends and family.
GOALS TO ACHIEVE WITH NEW DESIGN
• Have client buyers give us the green light to launch this new
• Once launched: have consumers and restaurateurs try this new
• Achieve satisfactory levels of sales so product stays on shelves.
We’re open to font styling for the product name and call outs. Font
size and styling should be bold enough to see behind the freezer case
and immediately catch your eye (not too subtle...).