Crayola Packaging

Fiddes Payne

The challenge was to introduce the Crayola brand into the highly competitive home baking category.

We created an imaginative children’s baking range with a playful illustration style, oodles of rainbow sprinkles and bold graphics to encourage children to bake, create, decorate, make a bit of a mess and have lots of fun! Building on the existing Crayola branding we needed to ensure that this range sat squarely in the food aisle, with absolutely no doubt that it was a baking range. A development of the Crayola logo to include the new strapline ‘Crafty Cooks’ ensures clear differentiation from other Crayola products and creates a recognizable identity to expand into home baking.