Indulgent Cookies
Indulgent is an Australian based premium cookie brand. In this brief, I was tasked with developing packaging for their new line of cookies, based on existing dielines.
The project ‘problem’ is how could a cookie package rebrand feel premium?
Research
Target Audience
Geographic
The target for my brand would be people who shop within Australian metro/urban large chain stores, such as Coles. These people may live in walking or driving distance to a store, or may work
in an area of Australia.
Demographic
The customers will primarily be adult and older (ie 25-50) female leaning, high income - upper middle class, high school educated, and working in some degree.
Psychographic
These consumers have little care for their budget, and prefer to focus on purchasing products that meet their standards and their tastes. They value Australian products, and their health.
Behavioral
Hobbies may include sports, art or antiquing. They prefer to purchase high quality goods that are convenient, over poor quality and cheap goods. They try to stay away from excessive media.
Reasons to Believe
Ingredients
My product is made from premium chocolate, wheat, eggs and more.
Convenience
As this product can be found in large retail shops, they are conveniently available in any major shops.
Australian Made
The cookies are 100% Australian made.
Rainforest Alliance Certified
This product meets ethical standards set out by the rainforest alliance.
Positioning
My product is premium due to it’s ingredients, convenience, Australian Made and Rainforest Alliance status. Additionally, it’s taste and cost make it premium.
Existing Products
In the states, brands like Chips Ahoy!, Sweet
Serenity and Oreo lead the way in premium
cookies. Locally, however, it’s brands like Byron Bay Cookies, Arnotts, and Urban Cookie Co that are cornering this market.
These brands, alongside the UK’s Cadbury, all aim to capture a high paying customer base in Australia. These brands all tend to use all differing shades to market themselves, including browns, purples, blacks, and blues. There are few brands to
find inspiring - though my favorite thus far is the sleek packaging of Byron Bay Cookies.
Personality
My product’s personality could be described as sophisticated, confident, charming, knowledgeable, dignified, and polite.
Competitors
Direct Competitors
Brands such as Byron Bay Cookies, Arnott’s
Premier Cookies, Urban Cookie Co.’s cookies, and Cadbury’s Choc Centre Cookies will all be targeting either the exact same or extremely similar audience.
Additionally, other well established cookie brands such as Oreos, Tim Tams and Biscoff could be aiming for a similar audience.
Indirect Competitors
Chocolate
Such as that of Cadbury, Nestle, and Mars.
Sweet Snacks
Includes TeeVee, KitKat, and Mars.
Sweet Spreads
Brands may include Nutella, Nutiono, and Pana Organic.
Cakes
These may be Home brands, Betty Crocker, or Noshu.
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Design Planning
Moodboard
Design Inspiration
Logo Development
Design Development
Sketching
FOP Designs
Designing
I ended up not liking this idea as it felt too cluttered, however, I did end up using the swirls as I felt they symbolized not only the premium nature of the product but also the ‘waves of indulgence’.
In this attempt, I tried a version without the swirls, but I felt the composition was quite awkward, and it was lacking more gold as a tie-in with the logo.
BOP Designs
Following this, I tried using the gold in
just the corners of the packaging, which I
preferred to previous versions.
The flavor type also ended up being further back in the hierarchy, and so I needed to make it clearer to a customer, which I did by upping the type size in the final. Another change I made was lowering the kerning to make the text more legible.
Once I had completed my first attempt,
my client recommended making the brand
story more of a focal point, which I changed
for my final.
Upon reflection, my text should have been a
bit bigger as it is difficult to read.
Final Design
Print Ready Files
Mockups
Project Outcome
I produced a print ready packaging with a premium feel that met Australian shelving guidelines. In this process, I strengthened my design abilities through designing for a specific feel, creating and applying a brand voice/feel to a product and applied typographic knowledge.
