Looking to rebrand their Eve’s chocolate topped premium cookie line, the Wolfgang Chocolate Company reached out to the WFM team with an exciting opportunity. The challenge: a complete reinvention of their current cookie packaging and identity. Name generation, logo development, and a new pack type were also within the scope of the project. As with any rebranding project, WFM began their process with an in-depth analysis of Wolfgang’s current market and name generation.
“We looked at a number of things during the developmental stage. But first and foremost was naming the product,” said WFM partner Tom Newmaster. “Eve’s as an identity was a complete disconnect with the product and the heritage of the company. We wanted something that spoke to the European history behind Wolfgang as well as the product’s exceptional quality and taste.”
Initial rounds included names and designs that were inspired by both history and the product’s decadent flavor profiles. Opulent Truffle Cookies, Royal Haus, Latimer St. Bakery, Regal Cookie Collection, Royal Reserve, and Lecker (meaning tasty in German) were all names proposed during the initial design phase. Latimer Street, the location of the original family home where the business began, provided the perfect nostalgic destination for the design team to anchor the product’s new identity.
“Latimer St. Bakery is perfect because of the old world character it gives the product. It’s like your favorite little neighborhood café, where everything is made fresh, delicious, and inviting,” said senior designer Stephanie Bennett. “The historical significance of the name establishes a unique and intriguing back story for the cookie line.”
With a new name selected, the design team turned its focus on logo development and the overall look of the packaging. A hint of fanciful silver filigree embellishes each box, adding a touch of sophistication. The logo, boldly emblazoned on a white field, is fanciful and reminiscent of a vintage bakery sign. A simple color band allows for easy flavor identification across the line while the delicious photography promises a memorable taste experience.
“I think the new look is clean, classic and appetizing,” said design team member and senior designer Mike Amole. “What we developed here exudes timeless elegance and beautifully melds old world style with a modern aesthetic, creating a design which is not only reflective of the company, but also relevant to the product.”
Designing Compelling Consumer Experiences
Originally established in 1972 under their founders name, William Fox Munroe, WFM has been creating high-quality packaging designs for over 40 years. Today, they continue that legacy with their dedication to developing memorable, award-winning packaging and point of sale materials. With a staff of specialized designers creating compelling graphics everyday, WFM is uniquely qualified to provide exceptional, cost-effective design solutions on time and on budget. WFM’s mission is to assist every client in developing their brands in ways that enhance the consumer experience while reinforcing the product message. They are focused, fast, and friendly, qualities essential to building strong and lasting relationships with a diverse clientele who benefit from WFM’s extensive category expertise, marketing experience, and strategic thinking. WFM makes it easy because packaging design is what they love to do.
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