LEVAIN BAKERY OOEY GOOEY FROZEN COOKIES

THE CREATIVE PACK DESIGNS LEVAIN BAKERY OOEY GOOEY FROZEN COOKIES

The locals pronounce it Luh-ven. This legendary NYC Bakery was created 25 years ago by Pam Weekes and Connie McDonald, and the world is forever grateful. Their mind-blowing delicious 6 oz cookies have become a beloved icon of NYC. People travel far and wide to experience their own cookie joy. However, now they don’t have to. The signature Levain Bakery cookies are now available in grocery stores, in a new format – frozen, fully baked heat & eat cookies in a new smaller, 2 oz, size, perfect for the everyday-indulgence. Now you can enjoy NYC’s favorite cookie, in the comfort of your own home. No travel required.

The Creative Pack worked closely with Levain Bakery to design the CPG packaging for this beloved cookie. The new design prompts recognition as well as provokes a feeling of discovery, all while standing out on shelf behind the cold freezer doors. The design centers around the striking Levain blue with the delicious ooey gooey signature cookie stack, that hints at the pure promise of oven-baked Levain Bakery goodness.

A dashed line, the aroma whirl, expresses the joy created and shared between people through the Levain Bakery experience, while connecting the cookie stack on the front panel, the new chapter of Levain Bakery, to its origin story on the back. A black and white photo of the founders in front of the original store encapsulates Levain Bakery’s roots, and showcase that this product was born in an actual bakery.

Vibrant color blocking highlight and differentiate the 5 flavors, piercing through the freezer case door with purpose and delight, and adorning the side panel, which often gets merchandised that way.

Currently Levain Bakery frozen cookies are sold nationwide, available in 5 flavors, the original Chocolate Chip Walnut, the newbie Two Chip Chocolate Chip, the chocolate lover’s Dark Chocolate Chocolate Chip, the indulgent Dark Chocolate Peanut Butter Chip, and the tried & true Oatmeal Raisin. Be sure to check out Levain’s website for a store near you.

PROJECT: Levain Bakery CPG Frozen Cookies

CLIENT: Levain Bakery

CREATIVE DIRECTOR: Danielle Beal

DESIGNERS: Paola Ip, Casey Chui & Emma Tung

ILLUSTRATION: Libby VanderPloeg

PHOTOGRAPHY: Heather Winters

SCOPE: Brand Strategy, Packaging, Illustration, Photography