Overview

This rebrand aims to evolve Craig’s Cookies from a beloved small business into a bold and meaningful brand identity that stands strong among growing competition in the cookie shop market. Centred on its core values of playful flavours and community connection, the refreshed branding embraces a more vibrant, human-first personality. By leaning into its fun-loving spirit and heartfelt purpose, Craig’s Cookies can better differentiate itself and continue to build lasting relationships with customers.

Packaging is one of the most prominent ways Craig’s Cookies communicates its brand identity to customers. It not only surrounds the product but also signals to others that someone is a Craig’s Cookies consumer. After researching competitors, it became clear that many cookie shops rely on similar plain pink boxes with minimal branding. By introducing a human-centered logo and bold, playful patterns, Craig’s Cookies can create a more memorable presence and give customers a stronger visual reference to the brand.

Role