Victoria’s Lab / Cake

Victoria’s Lab revives the traditional American home baking from the 1950s. With three unique cake mixtures – vanilla, chocolate, and red velvet – our goal is to inspire you to roll up your sleeves and rediscover the magic of homemade sweets.

Our approach to conveying this message centred on emphasising the retro aesthetic through the packaging design, evoking the essence of that era. We incorporated images of cakes in classic round pans and vertical stripes to vividly capture the core retro theme.

The deep, bold colours we chose are deliberate. They evoke a sense of care and homely warmth. The logo, following the same graphic style, reinforces our nod to the ’50s, adding a touch of authenticity and warmth. Each package features a recipe for the cake inside, along with detailed nutritional information, conveniently located on the back.

Client: Victoria’s Lab
Industry: Food & Beverage
Service: Brand Definition, Brand Development, Consumer Branding & Packaging, Packaging Design, Creative design, Typography, Logo Design, Visual Identity, Image Language