Kodiak Cakes
Warm, nostalgic brand refresh.
Role
Lead Designer
Client
Kodiak Cakes
Services
Branding & Identity Design Packaging Design
Illustration
Art Direction
Creative Strategy
Industries
Food & Beverage/Retail & Grocery
Year
2024
Objective
Our goal is to reimagine Kodiak Cakes through a fresh, retro-inspired lens that connects with both nostalgia lovers and modern audiences. By embracing a 60s-inspired color palette and playful geometric patterns, we aim to evoke warmth, comfort, and trust in every design element. This rebrand invites consumers to enjoy a wholesome breakfast experience that feels both timeless and vibrant.
Sketching Process
In the first stage, I played around with different layouts, exploring how to bring my characters and the star of the show, the pancake, to life. For the second round, I focused on refining balance and flow, tweaking each sketch to make the design feel more cohesive. I finally chose the bottom right sketch because it struck the perfect balance, letting my characters shine while keeping the pancake front and center!
Creative Brief
This project aims to rebrand Kodiak Cakes with a 60s-inspired visual identity that resonates with modern consumers while maintaining brand recognition. Using a balanced color palette of pastel blue, yellow, burgundy, and brown, along with geometric patterns and retro typography, the design will emphasize warmth, trust, and nostalgia. The rebrand focuses on creating a cohesive, visually engaging look that aligns with Kodiak Cakes’ values of wholesome ingredients and approachable breakfast moments.
Ideation Process
I wanted to emphasize symmetry and repetition which create visual balance, while contrasting between soft pastel hues and the bold typography that draws immediate attention to the brand name, Kodiak. Overall, I used this design approach to portray Kodiak Cakes as a brand that balances tradition with playful innovation, using design to evoke nostalgia. All while maintaining it's original rustic nature of the original brand identity.
Digital Rough of Each Box
CHOCOLATE CHIP
BLUEBERRY
FULL DIELINE OF BUTTERMILK BOX
BUTTERMILK
Let's see our product come to life!
With this rebrand, Kodiak Cakes blends nostalgia and modern appeal, inviting everyone to experience the warmth and joy of breakfast, one delicious bite at a time.