It’s not too often that you’re asked to design line extension packaging for a 125 year-old company. Over the summer, Drew Advertising, the team over at Adams Foods, Flavors & Ingredients worked to do just that.
Adams, known for it’s iconic ADAMS BEST® Vanilla ventured into the cake aisle this holiday season with a breakthrough product, “The Original” Red Velvet Cake Kit. The Adams Red Velvet cake recipe was first introduced in the United States over 80 years ago and has been one of the most popular cake creations over that time.
The cake kit goes beyond your original run-of-the-mill mixes giving the culinarian most of the pantry ingredients needed, in pre-measured amounts, to make a scratch baked 3-layer cake. The kit also includes one bottle each of ADAMS BEST® Vanilla and Red Food Color. And, as a bonus, includes enough ADAMS BEST® Vanilla to make a delicious homemade icing.
As for the packaging, staying true to the original brand was very important. “Our job (at Drew Advertising) is to ensure that we maintain the integrity of this well established brand. Our partners at Adams, led by Sterling Crim (Managing Partner and CMO) have laid out an extraordinary vision for their company. We are appreciative of the opportunity to be a part of that history,” stated Andrew M. Anguiano, CEO of Drew Advertising.
The cake kit takes it’s visual cues from the ADAMS BEST® Vanilla original packaging. The signature ADAMS red ribbon on the front has been with the vanilla since it’s inception in 1888. Additionally, to add a modern touch, a photograph of the natural ingredients are place above the ribbon. Finally, the box is completed with the hero red velvet cake slice and a bold helvetica displays the words.
“As a company, it brings great pride to see your work on shelf at Walmart, HEB and other grocers and when that work is for ADAMS, that makes it even more special,” ” concluded Anguiano.