Contributed by David Brier of DBD International.
Shortbread cookies were found to have a decidedly “well-behaved” lineage, being more proper and falling into the “tea cookie” category.
In our initial discussions, one thing stood out: the client producing these premium artisan delicacies was spunky and adventurous in direct contrast to these “proper” cookies. I asked, “What if we were to see these cookies, talking amongst themselves, like a backstage, a video special, hearing their most unedited comments, foibles, concerns and vices?”
The client found this concept hysterical and knew we could bring a fresh pair of eyes to this rebranding.
The visual concept of “leaf lips” — a result of seeing how a leaf resembled a mouth — seemed like a match made in heaven for Botanical Bakery and would instantly stand apart from the paradigm of this category of cookie delicacy. Plus, we had the added value of the lips each being a different shade of colour for the different flavours.
The packaging colour range was decidedly brighter, almost like paper-cut shapes making the speech bubbles which announced the flavours from the brand’s lips.
In September 2010, this will be featured in Berlin, Germany, in an exhibit titled, “World’s Finest Package Design.”