DOUGHLICIOUS
Brand & Label Design
Design the packaging and brand for an edible cookie dough retailer
BRIEF:
Edible Cookie Dough
The assignment was to design packaging and a primary logo for a set of cookie dough recipes named after the 7 deadly sins. Furthermore, I took the opportunity to design additional material to strengthen the brand identity. The request was to make the design unique and something that stands out from the crowd. The material I designed for this project includes the following:
My research began with a competitive analysis of other sellers in the edible cookie dough industry. Some important information I learned about the edible cookie dough market was that it is often vendor-based and sellers offer custom, proprietary recipes. Owners usually have only enough resources to open and manage a few storefronts. As a result, they form partnerships with supermarkets to sell their cookie dough in select locations. This means that their product will be competing with others on store shelves. This is the reason why Doughlicious must distinguish itself. The brand already has a unique idea with the inspiration from the cardinal sins. My direction was to expand on that idea to make Doughlicious something that undeniably stands out.
The brand voice is careful to avoid the glorification of sin, of course. Instead, it encourages indulgence and lauds the pleasure of enjoying a sweet treat. In some contexts, ideas such as temptation, desire, and gratification are associated with sin, so I decided that such ideas would align well with the brand. For this project, however, those ideas should be taken out of the context of sin and applied differently.
It is not a sin to eat Doughlicious, yet consumers are tempted by its irresistible flavor. They desire to have it and they gratify themselves with it. It's just that good.
I designed three labels with this direction in mind.
I decided that character mascots representing each flavor of the cookie dough will distinguish Doughlicious from the competition.
The challenge was to unify each separate flavor while keeping the brand cohesive and distinct. Anime and cartoons were my inspiration. I chose to design the characters as human-like demons, stylizing the appearance to look more like a human than a creature. The use of human, cartoon-like characters would address the other challenge of marketing the idea of sin without causing offense. The negative sentiment attached to the cardinal sins perhaps could be negated by an approachable cartoon character.
Overview
Research
Design Direction
Labels
The labels use character mascots to distinguish not only their different flavors but also their distinction from the competition.
Logos
The primary logo is a decorative typeface customized with devil horns and a tail to convey the demon theme. It is contained within a banner and it is dynamic. Its color changes according to the label. The secondary logo is a customized letter from the same typeface and it retains the horn and tail motifs.
Primary
Secondary
Character Designs
Each characters' palette consists of two base colors that correspond to their label. Tonal variations are derived from the base colors to create shading and form.
Static Social Media Posts
Nine digital 1:1 social posts provide samples of how the brand's social media identity would appear. The headline copy aligns with the brand voice of indulgence. Mockups courtesy of mockupfree.co.
Animated Social Media Posts
Samples of animated posts promoting the brand.
Typography
Duper is the typeface used for headings. It is the original typeface of the primary and secondary logo. It is a decorative typeface whose roughened contours align with the cartoon style of the brand. Raleway is the secondary typeface. It is a clean sans-serif with high legibility and contrasts well with Duper.
Pattern
A simple, roughened dot pattern applied to solid color backgrounds provides texture. The pattern is applied at decreased opacity with an appropriate blend mode to create tints or shades.
Software
Skills
Illustration
Motion design
Brand identity
