Tastykake Redesign Concept

Flowers Foods acquired Tastykake brand in 2011 and approached Baker to do a redesign. This was one of the concepts that I designed for the project. I resurrected the little Tastykake baker guy as a silhouette in order to connect to the brand's heritage. The background of the scene is the Philadelphia skyline. Tastykake was already a national brand, but it is most beloved in its birthplace of Philadelphia; I felt the visual heritage cues would lend authenticity to the package and reassure core users who might be nervous about the brand's acquisition by a large baker from Georgia.