Design: Robot Food
Project Type: Produced
Client: Bells & Whistles
Location: Leeds, UK
Packaging Contents: Vegan cake
Packaging Substrate / Materials: Plastic

Family bakers, Bells of Lazonby, appoints Robot Food to take free-from cakes out of the shadows and into the spotlight.

Established in 1946, Bells of Lazonby has been baking cakes for over 70 years. Far from traditional, it was the dedicated, purpose built first free-from bakery in the UK, which first begun supplying own label brands with free-from treats. When the bakery decided to create its own brand of indulgent cake slices, Bells approached Leeds-based brand design agency Robot Food, to build the brand from scratch and give life to this new product.

Josh Boydell- Smith, head of brand and marketing at Bells of Lazonby said: “This is cake, but not as you know it. Targeting modern consumers, we knew we had to be vegan, gluten and wheat and milk free. We saw the opportunity, in this category full of restrictions and limitations, to be flavour first and taste forward. We only use the very best, real, ingredients to create baked layered slices of permissible indulgence, that fall into the free from category.”

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via Packaging of the World – Creative Package Design Gallery