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Fiona Cairns A modernised luxury cake brand for standout shelf presence

Making a brand as beautifully crafted as the cakes themselves.

Fiona Cairns has been repositioned as a brand that balances modern shelf presence with a sense of timeless elegance. The new identity brings clarity and cohesion across the entire range, creating a stronger sense of distinction and desirability.

What we did:

Brand audit and exploration
Brand refresh
Brand guidelines
Packaging

The challenge

With nearly 40 years of heritage, Fiona Cairns had all the ingredients of a category-leading brand. The products are beautifully made and widely respected, yet this wasn't being fully communicated to consumers. On shelf, the brand was competing against many cake brand packaging designs, and most importantly, its incredible story wasn't being told. This is a story in which every cake is baked with handcrafted care, a clear sense of purpose, and a beautifully delicious approach to design.

The challenge was to bring all of this together into a brand that truly reflects the quality of what sits inside the box.

Brand unity

Consistency became the foundation of the new identity. We developed a cohesive system spanning typography, colour and layout, bringing together everything from packaging to wider brand communications. Flavour-led palettes and signature patterns create both distinction and cohesion, while a refined typographic approach balances modern clarity with a sense of heritage.

Together, these elements ensure the brand feels unified at every touchpoint, no longer a collection of products, but a single, recognisable brand.

Shelf presence

In a crowded category, standing out doesn't always mean being louder. For Fiona Cairns, it meant being more confident. We introduced a refined visual language built around elegant colour, distinctive striping and a clear, structure layout. This creates a stronger presence on shelf, one that feels premium and composed, rather than overstated. The result is packaging that draws the eye, holds attention and builds recognition over time.

As we continue to grow and evolve, it's important that our brand reflects who we are today – and where we're going next. Our brand refresh is about elevating and unifying our visual identity, ensuring it does justice to the quality, craftmanship, and heritage behind every cake we create.

Laura McIntosh

Marketing Manager at Fiona Cairns

Fiona Cairns A modernised luxury cake brand for standout shelf presence

The challenge

Brand unity

Shelf presence

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