From small batch to retail ready packaging
Little Belgians is a Bay Area-based artisanal cookie company specializing in speculoos, a traditional Belgian cookie that they bake in custom molds, with shapes inspired by the owner's childhood in her native Belgium.
We reimagined Little Belgians, delivering a brand identity with new packaging design. The strategy – capture a craft-inspired authentic visual with Belgian roots, that would tell a beautiful story, while improving the packaging design's ability to protect the delicate cookies from breakage, improve shelf life, and reduce waste.
BRAND IDENTITY SYSTEM
FOOD PACKAGING DESIGN
The packaging redesign showcases the beautifully detailed cookies, while protecting them, and improving shelf stability. We developed a custom gable style box for the brand's best selling retail SKU with a die-cut window that is reminiscent of Belgian architecture, and ties the box and visual story back to the brand's redesigned logo.
We used Little Belgian's cookie molds' artwork to craft their signature repeat pattern, and paired it with clean graphic layouts that use welcoming crisp colors, and an effective communication hierarchy. For the brand's sliding gift box, we chose soft touch material for a tactile experience, and paired it with embossing, foil stamping, and varnish details, giving the rigid boxes a luxurious feel.
After the redesign launched, Little Belgians sales grew 250% in 12 months, and the product can now be found in an ever-growing list of stores, hotels, and coffee shops nationwide, including the Bay Area favorite, Bi-Rite Market. The cookie packaging can also be found on online retailers, including the brand's own e-commerce shop, and GoodEggs.com
In 2018 their speculoos were included in Oprah’s Favorite Things, and they’ve found themselves in the spotlight of numerous publications, including Cooking Light, Real Simple, and The Wall Street Journal. Little Belgians has also been featured in The New York Times’ Food Holiday Gift Guide, Martha Steward Weddings, and were a Martha Stewart American Made Food Finalist.
The smaller 4-pack film bags were designed with quick grab-and-go snacks in mind, giving the option for the brand to offer retailer buyers a product they could position for customers at checkout. We helped the brand source a vendor that could provide a stronger film with higher UV protection, to enhance the shelf stability and extend the products' shelf life.
Graphic Design USA (GDUSA) American Packaging Design Awards, Design Winner, 2017
The Dieline, Packaging of the World, The Drum, World Packaging Design, Design Media Features