Doughful Rebranding Project: Packaging Design

problem

The challenge was rebranding Doughful, an existing cookie dough packaging brand that was long overdue for a refresh. The original design felt stuck in the past in all the wrong ways, featuring tacky 3D illustrations of cookie dough paired with flat and uninspiring primary colors like yellow, red, and blue. The overall look felt dated and did not do the product any justice, making it easy to overlook on a shelf.

solution

The goal was to take Doughful and transform it into something that felt modern, appealing, and actually worth picking up. I chose a monochromatic theme of blue to make it a more fun and playful brand. Additionally I wanted to have the same theme with having a 50's theme but in a more tasteful way and something everyone can enjoy.

Doughful is a fun and indulgent edible cookie dough snack brand that believes every movie night deserves something a little more exciting than the usual snacks. Born from the idea that cookie dough is best enjoyed straight out of the box, Doughful serves up bite sized pieces of pure comfort that are as tasty as they are convenient. Whether you are curled up on the couch for a movie marathon or just craving something sweet, Doughful is the kind of snack that hits just right every single time. With its playful personality and irresistibly delicious cookie dough bites, Doughful is here to make your snack game so much better.