How to give an upgrade without losing authenticity

Identity creation and packaging design

Produced in Florida by a family company that dreamed of developing a high quality biscuit, the Damo cookie had its authenticity as a differentiating factor. This authentic American biscuit was made with natural premium ingredients, such as real butter, which gave it a unique flavor.

Since its identity reflected this upscale that emulated a kind of European pastry, it was difficult to imagine it competing in the US market, which was taken by an offer that tended to be more youthful, childish, fresh and irreverent.

The challenge was to generate a balance: communicate its authenticity from a classic, elegant and high standard side, but without losing the opportunity of positioning it as an authentically national brand, whose communication was joyful and closer to the chosen target.

After a strategic process, in which different visual product executions were evaluated, it was decided to work on an honest image that unites the best of both worlds:

To achieve the premium effect of the cookie, a very organic photographic style was chosen, which dispensed with visual gimmicks and presented the product in a purist manner, as well as the creation of a merely typographic signature, which placed the product quality as the main attraction.

On the other hand, for the development of the packaging, a lateral design was allowed. This one was full of flavor, showing saturated colors that highlighted ingredients such as butter or chocolate, providing a more modern and playful touch.

After its launch, this upgrade allowed them to start building brand identity and generating the business they were looking for, multiplying their sales and promoting themselves in a professional manner.