Mighty Soft Fruit Loaf Refresh

The Mighty Soft brand is a much-loved Australian favourite but in recent years had been lacking engagement with consumers. Following the rejuvenation of the master brand and snacking range, The Edison Agency were commissioned to apply the new brand architecture system and aesthetic to the Raisin Toast and Cafe products. Its down-to-earth hand crafted aesthetic reflects the brand’s passion and expertise, with the new quality ribbon device giving each product the opportunity to express its individual benefits and story via more ‘human’ illustrations and copy.


Goodman Fielder



Scope of Work

Branding / Packaging