A Tasty Twist on Branding
OVERVIEW
Claudio’s Kitchen produces exceptionally delicious cookies, but the original graphics and packaging, created by the founders, did not convey this quality or communicate a compelling brand story. The brand had a playful penguin logo that resonated with the founders but lacked the sophistication and meaning needed to engage customers effectively.
The challenge was to redesign the brand in a way that would honor existing elements, create a strong brand story, and stand out on retail shelves.
ROLE
Senior Product Designer
Brand Identity, Packaging Design
Digital & In-Store Application
With LC & CO
The playful penguin was transformed from a simple mascot into a meaningful symbol of Claudio’s Kitchen’s brand story. Through close collaboration with the founders, its significance was explored and elevated, embodying both the brand’s joyful spirit and premium quality. The redesigned penguin became an iconic element, striking a balance between playfulness and sophistication to resonate with a broad audience.
With the brand identity and story firmly established, they were seamlessly extended across packaging, promotional materials, in-store displays, and the e-commerce website. Every touchpoint reflected a cohesive and engaging brand experience, highlighting the product’s deliciousness and fostering a strong connection with customers both in-store and online.
Within two months of launching the redesigned brand, Claudio’s Kitchen gained 13 new retail clients, setting the stage for continued growth. The new brand story became the foundation for consistent expression across all platforms, enhancing customer experience, improving engagement, and supporting the brand’s expansion in retail and digital spaces.
