Duncan Hines

Have Your Cake and Keto Too

Known for desserts that are easy-to-make and easier-to-enjoy, Duncan Hines recognized an absence at shelf for keto consumers with a sweet tooth. Following the keto diet, the brand created a flavor-forward recipe that was low in carbs, high in protein and with zero grams of added sugar that was simple to prepare in a microwavable cup. The next step was developing a breakthrough design for three different flavors—Birthday Cake, Double Chocolate Chunk, and Walnut Fudge Brownie—that communicated keto-friendly benefits while building on Duncan Hines’ existing brand equity. Our solution adopted the bold typography used for keto offerings while retaining the brand’s recognizable red band across the top. We lightened the color palette to visually convey a better-for-you feel and leveraged the cakes’ indulgent appetite appeal through flavor cues. After experiencing sales growth from the three original flavors, Duncan Hines reached back out to us to help launch a new Keto-Friendly Cookie Dough cake cup. Now it’s easier than ever for consumers to satisfy their sweet tooth cravings without sacrificing their dietary goals.