FDBusiness.com

London-based design firm Honey has designed the new Joeys cake brand and packaging for Irwin’s Bakery.

The packaging copy features jokes, facts and hidden details that encourage kids to interact with the packaging.

The madeira buns are being marketed as a different type of bun, made inside out with the filling on the outside.

Honey said the bold colours and prominent branding will ensure shelf standout in a market where only a few brands dominate and many own brands exist.

Matt Purkiss-Webb, creative director and founder of Honey, said: “There are some very strong brands in the cake market but we think Joeys has great potential in the family market. ”