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World Kitchen's 'try me' package extends brand

World Kitchen has extended its equity in bakeware into silicone products.

Pw 11124 Bakers Secret

For its new Baker’s Secret Silicone Bakeware sub-brand, called Baker’s Secret Flexible, the Reston, VA, marketer created an eye-catching e-flute paperboard sleeve.

Silicone bakeware’s bending capability enables it to fit into small storage places. That is a strong point of difference with metal bakeware, and both the Baker’s Secret Flexible product name and the packaging communicate this difference on multiple levels.

First, rather than simply depicting standard graphics, the paperboard sleeve, designed by Anthem Worldwide, leverages the sub-brand name prominently. A wave-shaped die-cut pattern on both edges of the sleeve creates the imagery of a product having flexible properties.

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