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From ready-made to homemade; a project baked with love.

Easy Bake choco muffins baking mix new packaging surrounded by muffins and chocolate chunks

Easy Bake had already been on the Greek market for three years, being the first brand to develop a full range of baking mixes for sweet and savoury goods to make at home. Their arrival soon brought a new competitive category to supermarket shelves.

In 2018, a qualitative survey commissioned by the producer, Loulis Mills, showed that the brand had to distance itself from the “ready-made” label; female consumers of this category need to be guilt-free about taking the easy option in the kitchen. At the same time, Easy Bake had to demonstrate added values, such as flavour, quality ingredients and creativity. All the above led to a brave rebranding: new products, revamped recipes and, of course, new packaging.

The new Easy Bake packages enter the kitchen a couple of minutes after the oven is switched off, and the whole house smells of freshly-baked delights. The food styling captures the joy of serving comfort food to your loved ones, the typography becomes part of the visual branding and the cozy and humorous BOP texts and illustrations provide quick tips and fun facts about everyday life.

After three years of marketing Easy Bake products in Greece, we have completed the rebranding of our packaging, in cooperation with 2yolk. Now the Easy Bake range can be found on super market shelves in its new guise. We are very satisfied with the result; 2yolk based its design on the results of a market survey conducted by Mindshare for this project, and incorporated all of the elements that were lacking in the original design. Our cooperation was impeccable at all levels, and in addition to producing a fresh and modern design, 2yolk also displayed great professionalism at every stage. We look forward to working with 2yolk on our next project.

Evi Louli
Consumer Products & Marketing Director
Loulis Mills