The packaging for the baked goods, which was 15 years old, consisted simply of a paper bag before Beatley Gravitt implemented the redesign. In addition to a new look, the cookies and brownies required a more “robust” container because of the wider distribution. Kathleen’s Bake Shop ultimately chose the milk carton-type container featuring a photo of the product and a gingham pattern with color coding to indicate the style of cookie. The new packages, which protect the cookies for four months, are printed in six colors on a sheet-fed offset press. “The graphics are meant to make it seem like your mother made [the cookies],” Robert Young, Beatley Gravitt creative director, says.
