ABOUT

The brief: To create a brand new positioning that would give Millie’s Cookies a competitive edge within a fast developing baking category.

The solution: Whilst ‘freshly baked’ cookies are central to Millie’s product proposition, it is Millie’s warm, welcoming fun and playful character that serves to set Millie’s Cookies apart from it’s competitors. The new visual identity conveys Millie’s brand values and Millie’s personality through playful hand drawn typography. A soft colour palette was chosen to reflect naturalness and give the brand a contemporary feel. The tone of voice used across the new identity echoes the informal, personal, chatty character of the brand. Photography plays and important role across the POS to achieve the brand’s desired position. It is used to show the quality of Millie’s products to the consumer, there is an emphasis on real ingredients to support the ‘freshly baked’ positioning.

We Delivered: Brand identity, a variety of POS throughout stores and packaging design.