Greyston Bakery & Whole Planet Foundation



Designed by Motto, United States.

Since 1982 Greyston Bakery has been baking up artisan brownies and good will just north of New York City to support jobs, childcare, health care and housing for the underprivileged. They are best known for their brownies that go in Ben & Jerry’s ice cream.

Greyston approached Motto to help introduce 3 flavors of their brownies to Whole Foods. Consistent with their social mission, profits from this brownie go to Whole Planet Foundation to fund micro-loans for entrepreneurs in rural communities worldwide who supply products to Whole Foods Market stores. There was a need for distinctive packaging that would have great presence wherever they are placed in the store. Whether the brownies are cuddled in baskets at the bakery counter, displayed at the coffee bar, in a POP display on the retail shelf, or at the register, the packaging needed to have impact to engage an impulse buy and convey product benefits in an easy first read. The design personality needed to reflect the homemade, natural and artisanal quality of the product as well as seize the opportunity to convey the social mission and tell the brand story.