Description:

Moustache had been in business for over 10 years selling cookies, milkshakes and more. Over that time their customer base had been steadily growing and so had their operation. Moustache was poised to leap into another decade of success and wanted their ageing brand to join the party.

The aim was to reposition Moustache as a Kiwi benchmark for milk and cookies, building equity around their customer experience and increasing the value of the brand at every touch point.

The new brand's reinforced symbolism, boldly using the hero brand marks, pop yellow, and playful messaging, were key in creating fresh and striking packaging. Screen-printed and edge-coloured cookie flat lay boxes, cookie bags and milkshake cups all share this iconic simplicity. A unique and cost-effective approach for packaging the cookies was reappropriating pizza boxes. Here the natural kraft substrate contrasts with the pop yellow for a bold and vibrant container. Each piece underwent meticulous design, prototyping, and critique involving international suppliers. Developing the methodology and standards for achieving the yellow hue on the box board was a carefully navigated process to ensure consistency across the brand. Additionally, the finishes and materials, including matte stocks with gloss finishes, complemented the final outcomes.

The packaging has enhanced upselling, boosting Moustache's business. Customers are drawn to the appealing boxes and often purchase multiple cookies to acquire them. Every item in the packaging is fully recyclable and free from plastics or unfriendly materials. Isn’t that sweet!