RELIGHT MY FIRE

Brand & Design Strategy Identity Packaging

Jamaica Ginger Cake was once staple fare in every cupboard across the UK, that simple cake that you knew everyone would love when they popped around. Times were a-changing and many shiny new contenders were vying for our attention and the brand had started to lose its shine and appeal in our hearts. We had to rekindle its light and ignite the brand to once again mean something special in our lives.

Jamaica Ginger Cake had lost its sparkle and Mums, Aunties and Grandmas who’d bought it generation after generation had fallen out of love with it. The identity and packaging no longer looked relevant as the brand design in cakes had moved on. 

We refreshed the long lost love in our hearts by bringing the brand back up to date, making it relevant for people once again. A simple redraw of the word mark to make it more legible, a bright and vibrant Jamaican beach scene illustration hit with rays of Caribbean sunshine, all hit with a bright red that jumped out of the fixture and shouted “buy me” once again.