Betty Crocker x Wicked

Custom Limited Edition Packaging for Betty Crocker Cupcake Kits

Betty Crocker turned to us to help to launch their Exclusives line via Walmart and Wicked cupcake mixes. The boxes, featuring either Elphaba or Glinda, lean into the art deco inspired look of Wicked. These limited-edition boxes were designed to drive superfans’ excitement and become a sought-after collectible.

By utilizing gold foil in the design, creating custom side-panel character quotes, and Wickedifying the baking instructions, every element came together in a thoughtful 360º package. The mixes themselves highlight new baking technology and defy expectations as they change color from white to pink or green, adding a touch of magic to the making.