Dough reBrand & Gift Packaging

Creative Director: Ewan Leckie
Location: United Kingdom
Project Type: Launching July
Client: Doha Dough
Packaging Contents: Cookies & Sweets
Packaging Substrate / Materials: Cardboard
Printing Process: Litho Pantone 707c with Spot Varnish hit over the black

Dough is a brand-new dessert gifting concept, creating big gooey cookies, freshly baked in Doha and delivered all over Qatar. This much loved sweet treat needed to rebrand and position itself as a fun but luxurious gift. Elevating a traditional snack to be the heart of a party, celebration or given on a special occasion to a loved one.

We helped in the renaming and rebrand process from Holy Chip to Doha Dough. A now more sophisticated name allowing the brand to expand into other confectionery and treat boxes. As well as being a more playful concept, we expressed this with big lush doughy shapes and stretchy logotype paired pure peach pink background that instilled a high end quality across all the packaging. The full range was printed Litho Pantone 707c with Spot Varnish hit over the black, to lift the colour and strengthen the tone.

We designed a logotype that could morph and stretch much like characteristics of dough itself. This unique system allows us to fit the logo in different size areas. This non-corporate concept makes the brand more fun and approachable in a subtle way.

We also took on a dough ball smile face to be our motif, at first as an eye catching icon on social media. But it soon became a little mascot that we could animate to stretch & bounce. Again taking the characteristics of dough and instilling it through the elements of the brand packaging. The little guy has also been used in various places in the packaging. Note the catch system to open the gift box and smile made by the rope on the gif bag. We felt these little details would really help the customers enjoy the whole experience.