Package of the Month
Neighborhood Bakery Dewey’s Goes National with A Little Branding Help
A strategic foundation and updated packaging design was created to break through the crowded, premium cookie category.
Package of the Month
Neighborhood Bakery Dewey’s Goes National with A Little Branding Help
A strategic foundation and updated packaging design was created to break through the crowded, premium cookie category.
Dewey’s Bakery opened its first location in 1930 in Winston-Salem, North Carolina. Over the years, their unique style of cookies developed a local, cult-like following.
“Immersing ourselves in all the Dewey’s magic, we crafted a purpose-driven brand strategy, effective messaging, and inspirational packaging and website design for the brand. One of the critical core messaging challenges we tackled was how to effectively communicate the unique product proposition of very thin, yet very flavorful cookies,” said Richard Palmer, executive creative director, Little Big Brands.
Through upfront strategic work, new messaging was crafted, including the tagline, “Exceptionally Thin. Remarkably Flavorful.” LBB also created meaningful on-pack communication around the clean label ingredients, now highlighted through their “Baker’s Promise.”
From a design perspective, grabbing consumers’ attention as they walk down the aisle was key to launching nationally in a crowded category. The black & white bakery awning serves as this beacon, creating a strong brand block for Dewey’s cookies. A custom, hand-drawn bakery store front window illustration further brings to life the heritage of this 90+ year brand. LBB featured the exceptional thinness of the cookies via a front-of-pack window.
courtesy of Little Big Brands
Mars, Inc. Changes Packaging for KIND Bars
Mars, Inc. has reached a key milestone in its commitment to a circular economy where packaging material never becomes waste. The new KIND snack bar packaging incorporates recycled content made from advanced recycling, meaning it contains less virgin plastic to previous products.
The new material has been completely redesigned for maximum circularity and is produced through the recycling of used mixed plastic that would otherwise be destined for incineration or landfill. This means that the new packaging is eligible for drop-off recycling in the UK, and curbside recycling in Ireland. This transition to packaging designed for maximum circularity is the latest innovation in Mars, Inc.’s strategy to reimagine and redesign all packaging. Mars is focused on reducing the use of new virgin plastic by 25%, incorporating 30% recycled content into plastic packaging, and redesigning more than 12,000 packaging components across a diverse portfolio to fit with the recycling infrastructure that either exists today or is likely to exist in the future.
courtesy of Mars, Inc.
Jushi Debuts Tasteology Fruit Chews
Jushi Holdings Inc. has debuted its newly formulated vegan and gluten-free Tasteology Fruit Chews in Massachusetts. The company expects to roll out the new product line in Virginia, Ohio, and Nevada in the first quarter of 2023.
Made with real fruit purées and crafted by Matthew Peterson, Jushi’s director of manufacturing and Bravo’s Top Chef: Just Desserts finalist, along with Jushi’s product development team, Tasteology Fruit Chews are now available in three new varieties: Blood Orange Boost, Blueberry Calm, and Passion Raspberry Balance. They will continue to roll out to partner dispensaries in the coming months.
Jushi updated the brand’s packaging with tarot card-theme branding and sustainable pouches, which use less waste and preserve freshness better. “Besides the incredible tastes and effects of our new fruit chews, these products mark an important evolution for the Tasteology brand in terms of creating a new captivating aesthetic that not only plays on tarot card and astrology-themed artwork, but also appeals to the curious sensibilities of our customers while simultaneously reducing waste,” said Andreas “Dre” Neuman, Jushi’s chief creative director.