Christie cookies portfolio redesign

Dragon Rouge Creates New Packaging Design for Canadian Icon, Christie

Award-winning independent global branding agency Dragon Rouge’s New York studio has worked with Mondelez Canada on its new packaging design for Christie’s full range of cookies and biscuits.

The Christie portfolio, which includes iconic brands such as, Dad’s and Peek Freans, started to hit the shelves in stores across Canada earlier this summer.

With over 150 years of heritage, Mondelez Canada sought to harness the beloved Christie name across their cookie portfolio while preserving each brand’s unique characteristics.

Christie’s strong brand equity presented an opportunity to drive portfolio growth and address cohesion across the range. The brief called for an evolution of the brand mark and the development of a visual identity for Christie that captured its personality and could be applied prominently across the portfolio, both at shelf and off-pack.

Christie’s famous tagline, “Mr. Christie, you make good cookies,” inspired Dragon Rouge to connect the Masterbrand with the emotional resonance of past advertising campaigns. Dragon Rouge New York designed a brand mark resembling a speech bubble, integrating the Christie name and conveying the idea that everyone is talking about Christie’s exceptional cookies.

The design solution involved creating a distinct visual identity system that works seamlessly both on and off-pack. This approach not only reinvigorates the Christie Masterbrand but also maintains a cohesive strategy for the existing sub-brands, including Peek Freans, Dad’s, Fudgee-O, Arrowroot, Teddy Grahams, and HoneyMaid. Crucially, Dragon Rouge’s design system allows the Christie Masterbrand to stand out proudly on-pack while ensuring consumers can easily identify their favorite Christie products on the shelf.

Sam Zellefrow, Design Excellence Lead at Mondelez, said:

“This has been such an exciting opportunity to bolster the heritage of the Christie masterbrand across a portfolio of offerings – both on and off pack. The design system helps establish a visual golden thread that reinforces a whole collection of “good cookies” without losing what makes each cookie unique. Dragon Rouge was a great partner in the design journey to ensure we made thoughtful choices along the way!”

Alexia Fantin, Associate Brand Manager Christie Masterbrand at Mondelez said:

“Our main goal kicking off this journey was to take a disjointed portfolio of 8 descriptor brands and turn them into an iconic and unified Christie brand collection. The new VIS has modernized Christie at shelf by simplifying the navigation of our portfolio, championing the deliciousness of our biscuits & celebrating our beloved slogan.”

Denise Cook, Senior Account Director at Dragon Rouge New York, said:

“The creative idea behind the logo was inspired by the famous tagline ‘Mr Christie, you make good cookies’ and was a way of evolving the logo but adding more storytelling that we could leverage in the VIS. It was a great experience working with the Mondelez team to bring this to life.”