Duncan Hines
Have Your Cake and Keto Too
The Challenge
Duncan Hines built its reputation on desserts that are easy to make and even easier to enjoy. But for keto consumers with a sweet tooth, the shelf had nothing to offer. The brand developed a solution: a flavor-forward recipe low in carbs, high in protein, and with zero grams of added sugar, all packaged into a microwavable cup. The design challenge was equally specific. Three flavors: Birthday Cake, Double Chocolate Chunk, and Walnut Fudge Brownie needed packaging that communicated keto-friendly credentials without abandoning the brand equity consumers already recognized and trusted.
Our Approach
Kaleidoscope retained the brand’s signature red band and leaned into the bold typography associated with keto positioning, then lightened the overall color palette to signal a better-for-you proposition without sacrificing appetite appeal. Flavor cues drove visual differentiation across the line, keeping each SKU distinct while the system held together as a cohesive portfolio. The result was packaging that worked both as a brand extension and a retail signal immediately recognizable as Duncan Hines, clearly positioned for the keto consumer.
The Impact
The original three flavors drove measurable sales growth, enough that Duncan Hines came back to Kaleidoscope to launch a fourth: a Keto-Friendly Cookie Dough cake cup. The expanded line gave keto consumers even more ways to satisfy a sweet tooth without sacrificing their dietary goals.
More Work
MARS Excel
Packaging Design · Consumer Research · Design System
A Gen Z-targeted redesign for MARS — 40 SKUs, bilingual compliance, and a scalable design system.
RXBAR Layers
Packaging Design · Design Architecture · Brand Identity · Packaging Prototypes
A brand extension that retained iconic equity while slimming the silhouette for a new indulgent line.
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