Rebuilding Family Connections

If there is one thing that the pandemic has taught us, it’s the increased appreciation for family connections.

Meals are at the heart of every family’s day so if Sara Lee wanted to thrive in the frozen space, they needed to elevate themselves to better connect with dessert lovers. For the first part of a portfolio-wide overhaul, we set out to reposition their core and better-for-you ranges to sit under a more meaningful Masterbrand approach. Tapping into the desire to make at home meals a little bit special.

To capture the hearts of a whole new generation of Sara Lee advocates, we hero’d the kitchen as the heart of the home through a new brand strategy and package design.

The work celebrates the warmth, comfort, and pleasure of Sara Lee using natural textures and fibres, from the marble of the benchtop to the linen of the napkin. Fresh warm lighting creates soft shadows, cueing the emotion of the kitchen as the hub of the home, whilst a vintage-inspired yet modern typeface taps into the rich history and nostalgic nature of the brand in a contemporary way.

Nothing says Sara Lee like the iconic red and white colour pallete so we retained yet evolved it, pairing it with a dark blue hue to elevate the design. Earthy neutral tones give a big nod to the modern Australian kitchen, reinforcing the naturalness and deliciousness of the ingredients. Yum.