In this packaging re-design, I displayed Fancypants Baking Co.’s fun yet fancy identity with original illustrations and restructured their type hierarchy.
Fancypants Baking Co. has sold natural, non-GMO, deliciously crisp cookies for 15 years and has been committed to sustainable business practices, but needed a new direction in their branding and packaging. The owners behind Fancypants Baking Co. wished that the package would further reflect the cookie's premium quality and taste while also displaying the brand's fun nature. At the inception of this project, the package had a subtle pattern that did not necessarily recall a premium brand.
The elements on the package also did not interact much to draw the consumer in. The logo was already contained within a shape and then was further boxed in with the flavor callout of the cookie. The photography of the cookies was simply placed on top of the pattern around this container. Although the owners wanted to retain the Fancypants logo, there was so much possibility for creating a fun yet fancy brand and package.
I expanded on what worked about the existing Fancypants packaging – illustration and product photography dancing together on the pack. I rooted the brand identity in the quality of the bake. The fictional baker grounds the front of pack while callouts and cookies surround her. The whimsy of the whisk illustration also adds to the fun yet fancy branding. The use of the tall sans serif for the flavor is what draws in the consumer when viewing the product on shelf.