CLIENT: Mmmly
Cookies without Consequences.
Package Re-Design | Marketing Collateral
We worked with Mmmly to update their packaging and communication hierarchy for their soft baked, guilt-free, *nutritiously* delicious cookies. We concluded the hierarchy on the front of pack should highlight 1) appetite appeal and 2) permissive indulgence ie. what benefits are you getting from this snack that is otherwise perceived as a “guilty treat”. To do this, we made the cookie stack the main focus to show the appetite appeal and highlighted the nutritional benefits at the bottom. The previous packaging focused heavily on the fun illustrations, while making the product imagery secondary. This in turn made the product look like a cookie cereal. It is extremely important your brand & packaging is effectively communicating what it needs to your buyers.
