Classic Foods

Posted on

Derrick Lin


Creative Agency: Matter
Senior Art Director: Mostafa Tawfic
Creative Director: Majd El Sherif
Strategy Director: Mohammed Abbas
Managing Director: Dina Aly
Brand Director: Mariam Hamdy
Brand Executives: Nour Mezeni, Kamal Shatila
3D Artist: Amr Fekry
Project Type: Produced, Commercial Work
Client: Classic Foods co.
Location: Egypt
Packaging Contents: Butter Cookies
Packaging Substrate / Materials: Aluminium, Cardboard

Classic Foods was established in 1998, and quickly gained recognition for its scrumptious butter cookies, made with original danish recipes. Their tin cans were a household favorite in Egypt, and were always kept long after the product has been consumed. As a result, the look and feel of the brand has resulted in a nostalgic feel whenever seen. While the brand is a market leader, consumers failed to see the extended range of products beyond the original butter cookies in the tin can, and the brand wasn’t strong enough to make its range known to its consumers. Moreover, while the product has always maintained its quality, the brand had started to look outdated in comparison to the rest of the market. As a result, we were approached to work on the re-vamp of the classic foods brand and packaging, in order to refresh its image in the market, and establish its strength as a brand that is timeless.

What’s Unique?
Our starting point was the brand’s already strong heritage and recognizability, which we believed should be accentuated rather than changed. We worked on re-introducing the brand logo and color in a more contemporary form, without losing much of the original elements. Our goal was mainly to re-introduce classic as a brand, rather than a product, and maintain a strong and solid identity throughout the entire range, while still allowing each product to have its own personality and tonality within the brand’s main umbrella. The result was a contemporary twist to an old favorite brand, with a strong portfolio that allows people to enjoy its various tasty offerings.