Cookies are a popular sweet. In Ukraine, its consumption has been steadily increasing since 2014. This is due to the decline in sales of chocolate, as its prices have increased. Ukrainians are switching to more economical sweets: semi-chocolate and caramel candies, pastries, etc.
Packaging is one of the tools to increase the sales of a product. If it has a central idea, humor, a communicative element or a call to action, the chances of buying the product increase. Packaging is especially important for new brands that are just entering the market. The consumer at the first stage does not know anything about your product, there is no authority of a well-known brand behind its name. It is the packaging that will be the decisive factor in the consumer’s choice of a new brand.
You can read more about sales packaging in our article.
In this review article we will look at different examples of cookie packaging design: from the economy segment to exclusive ranges. There are several product positioning options for each category. The design and materials of packages of different price categories differ greatly from each other. We will focus on the main design options and tell you about interesting and non-standard solutions from different parts of the world.
Cookie packaging design: simple solutions
One of the most popular packaging options is flow-pack (flexible packaging) – packaging made of synthetic film, foil cardboard and paper. It is ideal for medium to large packaged cookies (from 200 grams to one kilogram). Also in flow-pack can be individually packed portions of cookies, the main packaging of which is a cardboard or metal box. These include BelVita brand products such as.
Usually inexpensive cookies are packaged in flow-pack, as this package has a low production cost. We have selected 3 bright examples of flexible cookie packaging design that look stylish and stand out on the shelf.
Lyons cookie package design
The Lyons brand makes more than 10 types of cookies with and without fillings. A couple years ago, it did a redesign. Each type received its main color. And the unity of the products is emphasized by a blue geometric insert at the top of each package. The design of Lyons cookies is very simple. However, geometric shapes and bright, but not acidic color palette in ensemble with appetizing images of cookies give excellent results. The output is a simple but noticeable package. It attracts attention and arouses interest and desire to try the product.
Packaging design of “On Charge” cookies and Biskids – playful motifs in children’s products
Two more examples are the Russian brand of cookies “Na Zaryadka” and the American brand Biskids. We combined them in one block because the central idea of both brands is activity and vigor. “On Charge” is a cookie designed for children from 2 to 14 years old and their parents. The designers had a task to create a brand that would be able to compete with foreign brands, as well as demonstrate the naturalness of the products and their usefulness.
Biskids have a similar story. It is a healthy cookie, without preservatives and with minimal sugar content. To make it more appealing to children, the creators came up with active and mischievous characters for each of the 5 representatives of the line (3 of them are pictured).
Both brands have successfully accomplished the task. One look at the packaging is enough to be energized by the cheerfulness and playfulness they are imbued with. Thus, thanks to clever design, healthy cookies wrapped in fashionable packaging become attractive to children.
If you need to design packaging for children’s products, contact KOLORO. We know all about children and their interests.
Cookie design: commiserate and dominate
Another technique that is widespread in food branding is calls to action as an element of the packaging or even the brand name. One such case is the Russian cookie “I recommend”. The positive characteristics of the cookie and the motivational appeal are included in the name. Positive characteristics are also on the packaging (“just what you need for tea”, for example). For the 3 rulers were invented 3 ambassadors-appreciators: Ilya Petrovich, Iraida Robertovna and Petya Verevkin. All of them, each in their own way, praise the cookies, revitalizing the image of the brand in the eyes of consumers.
Design of the packaging of cookies “I recommend”
Jammie Dodgers is a cookie that is positioned as a quick snack option. That is, it competes with all sorts of chocolate and energy bars. Usually such products are promoted based on energizing to reach new heights. Jammie Dodgers chose a different, less popular approach. At the heart of the brand idea is the unique flavor of the products. And the slogan was the phrase “Love at first bite” (from the first bite). To focus on this thought, bright colors and the shape of the hole in the cookie were chosen. Instead of the standard round notch in the center of Jammie Dodgers is a small heart. The flavor information is confirmed by the “Best Ever Recipe” label. And to satisfy the curiosity of people who care about their body, on the front side there is an infographic about the amount of calories, proteins fats and carbohydrates. Such care for the consumer is always to the benefit of the brand.
Jammie Dodgers cookie package design.
Humor in cookie packaging design
Buying confectionery is always associated with internal struggle and self-digging. Usually manufacturers do not focus on this, but try to build a brand image on cozy evenings, festive atmosphere, romantic themes, etc. Bloomsberry & Co took a bold step. They put on the packaging all those thoughts that each of us reassure ourselves with when buying unhealthy but tasty food:
- One more can’t hurt;
- It’ll make me happy;
- Tomorrow I’ll go to the gym.
There are no product photos on the packaging, or comments about its flavor. The company logo is placed at the bottom, it is much smaller than the phrase in the center of the package. The boxes themselves are decorated with stylish drawings in eye-catching colors that catch the eye of everyone who sees them. This is how the company emphasizes the status of top class cookies that need no introduction.
Bloomsberry & Co. cookie package design
The founders of Früute, a family-run bakery, have come up with another way of using irony in design. The packaging of their cookies is centered on witty phrases about cookies and life. For example, “Cookies are proof that life is good,” “Not working out? Eat a cookie” or “A cookie a day and you don’t need a doctor”.
Früute cookie packaging design
Luxury cookie packaging design: create a successful image
The premium and luxury segments saw a very slight dip in sales during the 2014 crisis. By 2017, this segment had already recovered from the shock, and sales were almost back to their original level. This behavior makes this category the most promising for creating new brands. The design of premium products always differs from the low and mid-price segment. First of all – by materials and design. For cookies in this category, the most popular are the use of tin boxes, dense cardboard packages, and intricate packages with fanciful shapes.
Honolulu Cookie Company packaging design
Honolulu Cookie Company has unveiled the packaging for its cookies, which follows its shape (pineapple). It is both presentable and colorful. Achieving the combination of these two characteristics is usually not easy. That’s why Honolulu Cookie Company’s packaging is doubly remarkable.
Queen City Cookies packaging design
Queen City Cookies are gourmet cookies that are impossible to miss on the store shelf. It will catch your eye, even if there are hundreds of other options around. The packaging of the elephant series is incredibly colorful. There is both a strong individual story of each representative of the line (name, color scheme, illustration of the contents) and a common theme. I’d like to point out the appeal at the top of the packaging. It reads, “Don’t leave my friends behind.” Usually, motivational phrases about collecting can be found on series of children’s toys. Incorporating such an appeal into cookie packaging is a great idea. Queen City Cookies realized it perfectly. Under the inscription are illustrations with other elephants and names and rulers. In addition, the company emphasizes the naturalness of the products. There are also notes about it on the packaging.
Duckie Cookie Designs
Another example is the design of Duckie Cookie cookies from Taiwan. The creators decided to use the packaging design for educational purposes. At the center is the idea of showing in an illustration how rice is grown and how ducks are related to this process. On the inside of the box is a detailed map illustration that tells the story. Well, the cookies themselves are packaged in individual packs that together form one picture. This is an example of marketing and science lessons merging.
Jovial cookie packaging
Cookie packaging design: watercolor dreams
Watercolor is a design trend that has been popular for several years. The packaging of Jovial cookies is an illustration of its appropriate use. The basis is white color, in the center there are appetizing photos of products. The image is completed by a watercolor insert in the upper part of the package, which tells about the type of cookies. All three elements are simple and well-known to everyone, but the designers managed to combine them into a perfect sounding trio. There is nothing superfluous in this package, it is an example of proper design.
If you need to design a confectionery packaging, contact the KOLORO. Your sweets will be top sellers!
