Maryland Cookies

Being ‘kookie’ and unashamedly different is the bread and butter (or shall we say milk and cookies) of Maryland’s brand – but it wasn’t quite coming through on their packaging.

We created some subtle changes to bring this personality to life which resulted in an uplift in sales.

Maryland hadn’t had a rebrand since the early 2000s and they needed their packaging to mirror their brand’s stance on being ‘kookie’ and unashamedly different. So, we were on hand to liberate the kookiness.

After detailed research into competitor packaging and consumer insight, we made some tweaks.

We made ever-so subtle changes to their packaging to improve the overall look and feel of the brand to really bring to life the idea of ‘Kookiness’.

We wanted to focus primarily on colour in order to really grab the attention of our consumers. We tweaked the font colours and added in rainbow-patterned flicks around the wording in order to bring the packaging to life and to really make it pop.

Being unashamedly different is all about being true to yourself and your brand, so we felt that having a heavily edited image of a cookie on the packaging contradicted this slightly.

We embarked on a photoshoot in order to feature real photography on pack. This made the packaging look and feel more authentic and a whole lot tastier.

We then went on to work with Maryland and Jammie Dodger to create the concept and packaging for their hybrid cookie, ‘Ooh how Jammie’!