EatPastry Packaging Redesign

Derrick Lin


Creative Agency: Freelo Design
Copy Writer: Jeanine Fritz, Jessie Williams
Brand Positioning: Adam Spriggs
Project Type: Produced, Commercial Work
Client: EatPastry
Location: United States
Packaging Contents: Cookie Dough
Packaging Substrate / Materials: Plastic
Printing Process: Color Dyed Plastic + Digital labels

Out in California, EatPastry makes delicious, vegan cookie dough. They asked Freelo Design to help them redesign their packaging so that they could have a better presence on shelf by bringing more of the “wow” factor to their product.

The client wanted a clear concise design to help reflect what they’re all about: veganism, happiness, and deliciousness. They also wanted to maintain their quirkiness while still coming across as a genuine brand. We knew that bright colors would ultimately help consumers quickly understand what variety they are buying, and it also inspires to collect them and buy them all! The challenge was to design something that would appeal to kids and also their mothers, since they’re typically the final decision makers on purchases.

Bright color and monster mouths? we knew it was going to make these cookies shine! And let the mouths speak. Inspired by their previous branding’s website, the concept of a cookie monster made a lot of sense and helped bringing the branding full circle. Instead of showing the monsters, we preferred showing only their mouths, suggesting there’s so much more to discover. Adding delicious illustrations of the cookies also catches the eye and inspires impulse buyers.

After only 12 months on shelf, we are proud to say that sales were increased by 20%.