Mrs Crimble’s

Our brief was to turn Mrs Crimble’s, the gluten-free cake company, from a loved product into a loved brand.

We figured early on that we wouldn’t do this by banging the gluten-free drum all day long. We needed to create a brand world that would give us lots of stuff to talk about off pack, beyond the world of gut problems.

The key to this would be to bring Mrs Crimble herself to life in glorious 3D.

Taking inspiration from characters created by Victoria Wood, Caroline Aherne and Alan Bennett, I reimagined Mrs Crimble as a northern, suburban, gossipy, Mazda-driving, militant cake pusher with a right-on daughter, hen-pecked husband and an unlikely passion for “them rap lads they have these days”.

Brand strategy | Brand story | Tone of voice | Packaging copy | Web copy

Design: big fish®

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Pack copy
Tone of voice exploration 1
Tote bag
Tone exploration 3
Tea towel
A humorous quote written in black text on a light, textured background, featuring a partial cartoon face of a woman with big eyes and dark eyeliner in the bottom left corner.
Quote on white background: 'And this here's my friend Tina, who the other day offered me tea without cake, which is a form of savagery when you think about it.'
Tone exploration 2
A portion of a humorous quote about a girl named Tina, body popping, rap music, and a dropped flapjack, with a colorful cartoon character on the left side of the image.
A quote about a humorous story involving macaroni and scorn on a gray wooden background.