Sugar Daddy’s Bakery is famous for its unique cupcakes—its chefs invent and add new items to the menu every month—and the bakery wanted to reflect its uniqueness in their packaging. Leo Burnett Dubai quantified the weight and taste of the bakery’s products (for cakes that weigh 1200 grams, the packaging reads, “1200 grams of surprise”) with eleven box designs that are fresh, engaging and playful with interesting typography and illustration. Customers were so enchanted with the one-word description illustrated on the packaging that they began collecting it.

box copy (from top):
80 grams of love
2000 grams of delight/1500 grams of excitement/320 grams of pleasure
420 grams of desire
1200 grams of surprise


Communication Arts

// From our friends at Communication Arts

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