Eat more cookies.
We've been working with former professional cyclist Phil Gaimon since 2016. Throughout his career, freshly baked cookies remained the perfect reward for all of those miles, and he'd make a point to sample the local offerings wherever racing and training took him.
Post cycling career Phil wanted to create a simplified process for the home baking of cookies. He got his chef friends to develop pre-measured cookie mixes and easy-to-follow recipes with unique blends and only the finest ingredients to make the most delicious cookies.
A move away from a traditional heritage baking style of packaging was asked for. Playful and bold became the operative words. After all, baking cookies should be fun.
By using flat graphic shapes that resemble cookies and chocolate chips we created random patterns with bright colors that allowed us to differentiate between the flavors of cookies available.
During Covid, Phil partnered with the cycling app, Strava for the ‘Cookie 100’— allowing riders to join something without being in a group but still feel part of a group. The identity we developed for Phil’s Cookies was adapted to tie in for promotional purposes. It became Strava’s most subscribed to partnership event.