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Table of Contents 6

Creative Brief

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Target Audience

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Competitive Positioning

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Package Research

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Logo Design Process

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Final Logo

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Product Logo and Flavor Identification

26 Branding 28

Patterns and Background

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Package Design Comps

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Final Front Panel Design

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Final Package Design


Creative Brief

Creative Considerations: The package design should position the product with higher

Company and Type of Project: Oatmeal Bakery is a young bakery that specializes in baking with oats and oatmeal. Their products include breads, pastries, bars, and cookies. The focus of this project is to create a brand identity for Oatmeal Bakery, and to design packaging for their OatCookie line. The flavors include Chocolate Pecan, Brown Sugar, Cranberry Orange,

end products, and at the same time make it stand out amongst its competitors. It should communicate what makes this brand different, and cause the customer to pick it off the shelf, just from curiosity. Shape, color, and clean, modern design are key. Hexagonal, cylindrical and tall shapes are more unusual in the cookie industry, and also create a modern look. The colors should be predominantly warm.

Cinnamon Raisin, Double Chocolate, and Maple Nut.

Perception/Tone/Personality:

Single Most Important Point/Single-Minded Message: The healthier, upscale , homemade cookie

Words that would describe the Oatmeal Bakery’s products are

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upscale, traditional, home-made, healthy, natural, delicious, comforting, sweet, chewy and innovative.

Mandatory Graphic/Copy Elements The designer will come up with the look and feel, which will be used throughout this line of products. Copy elements will be

Customer Benefits OatCookies are made with all natural ingredients, just as if they were made from scratch. No artificial flavors, preservatives, refined flour or unpronounceable ingredients. They are a good

provided to the designer, and will include weight, ingredients and nutritional information. The company logo, product name and flavor identification will have to be included in the design, and be used consistently so as to establish branding.

source of iron, magnesium, riboflavin and fiber. Following are a few quotes of what customers have to say: “I love the integration of oatmeal cookies with traditional cookie flavors.” “They taste like they came right out of my mother’s kitchen.” “They remind me of home-made cookies. When I don’t have time to bake any, I pick up OatCookies from the store. They make great presents too.”

Budget The budget for the brand identity creation is unlimited, as to enhance the creativity of the designer. The best solution will be a cost effective, yet upscale and appealing design.


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Target Audience anyone

and memories are important factors in the decision-making

who enjoys cookies and tends to make healthy choices.

process of the consumer. Oatmeal Bakery’s typical consumer

The group includes children, students, adults, mothers, families

loves the comfort of snacking and the company of friends

and the elderly - anyone from three years old up. Its majority

and family. He belongs to the middle or upper class and has

are men who are eighteen or older. These individuals eat

childhood memories of his mother serving cookies. He is health

cookies as a snack or dessert, simply as an enjoyment, or

conscious and likes variety and trying new things.

Oatmeal

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Bakery’s

target

audience

includes

for comfort. OatCookies can be served at parties, potlucks, catered events, or given as a present. Taste, health, comfort


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Competitive Positioning OatCookie is sold online, in department stores, grocery stores

stores, the competitors are Pepperidge Farm, Walkers, Bahlsen

such as Pavilion’s, Target and Whole Foods, as well as Oatmeal

and several health food brands. Thus, OatCookie competes

Bakery stores that are located in malls. With each of those

with high end, as well as more common products. For all those

locations, the product has different competitors. In malls,

brands, color seems to be the most important element in brand

departments stores and online, the competitors are such

identity, as that aspect is first recognizable from a distance.

stores as Harry and David’s, See’s, Dean’s and Godiva. While

Placement of the brand mark and product logo are also of

their main lines aren’t cookies, they are other options that the

great importance in brand recognition. The designs are clean

consumer could choose for gifts or comfort foods. In grocery

and use color, patterns or photographs for flavor identification.

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Package Research

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Package design is important, as it is a big part of the sales pitch

Rectangular, square, hexagonal and circular shapes were

to the consumer, whether it is the final decision making point

considered. While the hexagonal shape is attractive and more

or the first encounter with the product. The package design

unique, it does not fit into the hand of the consumer as well.

should position OatCookie with higher end products, and yet

The cylinder is the shape with the most comfortable feel. As

make it stand out amongst its competitors so the customer

the main target audience is male, a wider cylinder was chosen

will pick it off the shelf. The brand’s message is a high-end,

over a taller, more elegant and feminine one. For mothers, the

healthy, homemade cookie. Most cookie packages today

bigger package is also more practical as they feed entire

are rectangles or bags. Extensive research was done into

families. The final package chosen is modern, practical,

the various options for packaging the product. These ideas

cost-effective, and stands out amongst competitor products.

included bakery boxes, gift boxes, as well as tall containers.


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Logo Design Process The logo for the Oatmeal Bakery should be contemporary and

They then incorporate those icons in different shapes, banners

easily communicate “bakery� to the customer. While color will

and typographic solutions. It is important that the customer

play and important role, and will be discussed in detail later,

remember the overall brand, as they make other products

form is what is important in the initial stage. The sketches on

such as breads, muffins and pastries as well.

the left page first explore different ways of showing the oat.


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Logo Design Process The digital roughs enable further development of the initial

and thick-thin lines in its icon to give it a more natural and

sketches. After many revisions, the final identity comps display

personal feel. The middle logo was chosen as the final logo as

three different directions the brand can take to accomplish its

it says “bakery� the most, and is easily placed on almost any

objective. The left logo displays a mainly typographical solution.

background. Many hue combinations were tried for the logo.

The middle logo is in form of a seal that reminds of a traditional

The final choice was a creamy yellow contrasted with a rich

bakery. Both use a serif font to give the company a traditional

black to give the brand an appetizing and sophisticated look.

and established feel. The right logo uses a handwritten font,


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Product Logo and Flavor Identification As the Oatmeal Bakery carries several different products,

as well as the flavor identification. In these sketches, different

OatCookies need a logo to differentiate them from the other

solutions are explored of flavor identifications, product logos

product lines. This logo should work with the company logo,

and combinations thereof.


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Product Logo and Flavor Identification Three of the sketches were taken into the digital rough stage to

the product through a photographic image, and the flavor

explore them further. The first comp is a stacked, typographical

through a banner wrapped around the cookie. The decision

solution utilizing the same font as the company’s logo. The

was made to use the first, typographic solution as it works the

middle solution is also typographic, but incorporates a script

best with the company’s logo and is easiest to read.

font and a banner look. The right solution communicates


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Branding Branding consists of the logo, typography and color. This page

of this company. Third is the color scheme for the brand. It

displays all three. First is the logo with its color specifications.

combines brighter colors with a rich brown for contrast. Tints

Second is the typeface used in the company logo, as well as

and shades of these colors can be used as needed, but never

the product logo and flavor identification. It has a traditional

to such an extend as to skew brand perception.

yet modern feel to it, and should be used on all packaging


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Patterns and Background Following the establishment of the branding elements, many different patterns were researched.

While the photograph of

packages with different patterns on the top right, as well as a couple of the patterns were found online, I created the rest of

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the patterns myself. I explored different options including polka dots, several variations of stripes, diamonds, tartans as well as a patterns made from the oat of the company’s logo. Most of these patterns are in grey and white, as I wanted to see their quality as patterns themselves, not influenced by color.


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Package Design Comps color schemes, patterns, and photographic images are

the pattern options researched, different options for the front

incorporated in the examples on this page. Some comps work

panel design were explored. Almost all comps use the same

with solid colors, while others work with only patterns, or partial

way of displaying the product name and flavors. Different

patterns. While the product logo and flavor identification were

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Once the logos and the different flavors were established, and

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comfort and warm memories. The designs that contrast a rich

used, just to fully explore all possibilities. The color choices are

brown, with a brighter colored pattern are the most successful

predominantly warm, as they are supposed to communicate

out of all the comps on this and the next page.

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Package Design Comps Once the logos and the different flavors were established, and

color schemes, patterns, and photographic images are

the pattern options researched, different options for the front

incorporated in the examples on this page. Some comps work

panel design were explored. Almost all comps use the same

with solid colors, while others work with only patterns, or partial

way of displaying the product name and flavors. Different

patterns. While the product logo and flavor identification were


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established earlier, in a few of these options here, other ones are

comfort and warm memories. The designs that contrast a rich

used, just to fully explore all possibilities. The color choices are

brown, with a brighter colored pattern are the most successful

predominantly warm, as they are supposed to communicate

out of all the comps on this and the last page.

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Final Front Panels The final set of front panel designs that was selected is

as the pattern with a darker color. This band should continue

depicted on the right. It uses a plaid pattern with an overall

across the top and down the back of the package, where the

warm hue. The colors are based on the color harmony

nutritional information will then be displayed. The change of

selected in the branding page. A brown band passes down

the flavor name, as well as the change of color in the pattern

the middle contrast the logos and flavor identification, as well

identify the different kinds of cookies in this product line.


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Finished Product


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Š Lara Lange

Oat Cookie  

This book shows the process of my research and design for a package design project.

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