MAXELLO ROLLED CAKE – Packaging & CGI Design

roject Description for MAXELLO Rolled Cake Packaging

With the launch of MAXELLO’s new Rolled Cake line, I was tasked with crafting a packaging and visual identity that embodies the brand's essence — freshness, elegance, and modern indulgence. This project marked the debut of the product in the Egyptian market, requiring a bold yet refined design approach to stand out in a competitive confectionery landscape.

Before diving into the creative phase, I conducted in-depth research into current packaging trends, both locally and globally, focusing on aesthetic preferences, material choices, and consumer behavior. This insight allowed me to develop a design language that not only appeals to the target audience but also communicates the premium quality of the product inside.

The final packaging concept is a seamless blend of minimalism and vibrancy. Inspired by the soft curves and delicate layers of the rolled cake itself, the layout features dynamic color transitions, clean typography, and a modern composition that feels both appetizing and upscale. The color palette was carefully curated to reflect flavor variety while maintaining brand consistency and shelf impact.

In parallel with the physical packaging design, I created high-quality CGI visuals that bring the product to life across digital platforms, social media, and advertising campaigns. These visuals were designed to mirror the packaging aesthetics, ensuring a cohesive brand experience from shelf to screen.

This was the first-ever packaging and visual identity for MAXELLO Rolled Cake — a strategic move to position the product as contemporary, high-quality, and lifestyle-oriented from day one. The design successfully bridges the gap between tradition and innovation, offering a fresh take on dessert branding in the region.