Art Director & Designer: Felipe Osorio
Art Director: Oliver Siegenthaler
Co-Art Director: Julian Jaramillo
Photography: Espacio Crudo
Project Type: Produced
Product Launch Location: Colombia
Packaging Contents: Bakery
Packaging Substrate / Materials: Paper
Printing Process: Offset
Masa is an artisan bakery and café in Bogotá, Colombia. Since its opening in 2011 it has become an emblematic place and a beloved brand in the city. In March 2020 Masa had to temporarily close its stores due to the general quarantine during the Covid-19 pandemic. This forced them to quickly create a series meal kits and products to prepare at home.
Different products were developed including: home baking sour dough kits, brunch sauces, soups and frozen smoothies, among others. Within the portfolio is frozen cookie dough for home baking, was one of it’s most successful ventures. Our job was not only to create the unique packaging but also to strategically decide how the brand should look in large retail stores, since it was the first time that the brand ventured away from it’s own retail experience.
We decided to move away from the common photographic language found in supermarkets and created a colorful packaging, with fun geometric combinations to create a stark contrast from the rest of the products on the shelf. The basic geometric figures are reminiscent of the shapes of baked cookies and cookie dough, the color is energetic and fun, and looks to express the joy of baking for one self or the whole family.