Branding, Packaging, Art Direction, Illustration
Our team refined Meli’s positioning and messaging to better highlight the brand’s unique differentiators in the crowded cookie and snack market. This laid the groundwork for a dramatic brand refresh, spanning across identity and packaging to merchandise, and beyond. Lively colors and saturated cookie images practically jump off the grocery shelf. Sunny typography and progressive patterns that nod to a checkerboard kitchen floor cue a spirited tone that feels familiar, yet fresh—like a warm, baked cookie. The packaging harkens back to a simpler time, but looks right at home on a modern kitchen counter. Brand photography featuring vintage props and smart styling play into the nostalgia inherent in childhood memories of a chocolate chip cookie.
Austin Ad Fed Gold ADDY Award 2022
Austin Ad Fed ADDY Award Best of Show 2022
Print Awards Photography 2022
AGENCY: Helms Workshop