Biscuits, Cookies, & Penne
Packaging Design
The Concept
2023 was a big year for Cappello’s. They needed packaging for five new concepts: two cookie doughs, and two biscuits in a pouch, and boxed penne. I art directed the food photography, designed the packaging, drew the patterns, and wrote the copy. I also found myself eating these everyday since they were released.
Photography
We worked with Jessica Grenier to shoot the new products. It was important to maintain consistency across all of their products, so the art direction was inspired by the existing food photography. Every nook and cranny was scrutinized to look as mouthwatering as possible.
Launch Insert
I also designed and wrote the copy for an insert that would be put in to each box from an online order during the launch. It had to be under a certain dimension— I chose to design it as a gatefold so that the new products would be revealed as the insert is unfolded.
Emails & Social Media
Every product launch needs an email campaign and social media posts. I used copy from the insert for the emails we sent out during our launch time, designed with Klaviyo. Plus, I made videos for a few of the products that were also posted on socials.
Photography: Jessica Grenier, Food Styling: Hawkins & Co, All Else: Tyler Deal