GateauxMini Rolls

Packaging Design

The Brief

A teatime favourite, Gateaux are famous for their range of swiss rolls and chocolate logs. To widen the brand appeal and break into the convenience market targeting on-the-go customers, they were launching a new range of flavoured mini rolls.

The brief was for a more youthful design, otherwise was quite open to interpretation as the brand was seeking to create a new market opportunity to complement it’s established business.


The design carried the purple blocking through from the core range to provide a link with the wider brand but then reversed the established brand/variant hierarchy, with the product name dominating relative to the brand. Utilising a custom type treatment, contrasting colour blocking and subtle patterning behind, the approach was simple; highlighting the Mini Rolls sub-brand and product to create taste appeal and visual impact in the convenience aisle, whether in multipack or single unit.