The Big Idea
An expressive pack for Pillsbury’s new supersized cookies crammed with indulgent goodness.
John Woodward (Senior Designer)
The Story
Michelle Odland, Business Unit Director for Pillsbury
(generalmills.com)
Big Cookie next to its normal-sized counterpart.
(Image credit—Pillsbury)
(Image credit—Pillsbury)
Strategy
Little treat culture, popularized by social media, embraces the idea that simple pleasures and small, thoughtful indulgences can brighten daily life.
In the weeds of visual research, identifying consumer insights and potential design motifs and conceptual directions.
Pillsbury Archives
The doughboy (legal name, Poppin Fresh) is at the core of the Pillsbury brand. In our explore, we looked for new ways to leverage him to tell a playful product story.
Design Explore
Feel Good Flavor
Finding comfort in the little things keeps us going. Our largest most indulgent
cookie is sure to provide you with
enduring feel-good moments–from pre-heat to last crumb.
Keeping things simple with warm, indulgent photography and emphasis on rich flavor.
Play
Everybody needs a moment to tap into their inner child. Our large cookie format and indulgent flavor combinations, all presented by Doughboy, are sure to bring out the kid in you.
Getting playful with stickering, archive-inspired typography and pattern, and a Mission Impossible-style rapelling Doughboy.
Freestyle
We’re the adults. We can do what we want. Our largest, most indulgent cookie that’s made for late-night snacking is so delicious it will bring out the rule-breaker in you.
We’re the adults. We can do what we want. Our largest, most indulgent cookie that’s made for late-night snacking is so delicious it will bring out the rule-breaker in you.
Going all out with crazy typography, cookie planets, and ooey-gooey hot air baloons.
Final Design
Archive-inspired doughy type, a gigantic melty cookie, and a big hit of flavor color.