Project Description

Last Crumb is a DTC luxury cookie company that has taken the internet by storm with a 300,000 person waitlist and celebrity fans from Kim Kardashian to Elon Musk.

Last Crumb’s Valentine’s Day Box is a limited edition featuring a curated set of 12 chocolatey cookies packaged as part of a luxurious and memorable experience, perfect for you declaring your sweet love to someone with a sweet tooth.

Project Brief

Our objective was to create an interactive, memorable packaging experience built around the Valentine’s Day occasion capable of making recipients feel special and generating sales through unboxing videos on social media. Given that this was Last Crumb’s first limited edition product and product extension, our secondary objective was to duplicate a replicable system for future limited-time collections.

Packaging Design

The Last Crumb V Day Box knows how to make an appearance. It arrives with a massive 3-foot wide shipper box festooned with a collage of images ranging from cookies to cupid. By pulling through a tear strip over the brand logo, it opens up to a rigid white gift box that distinguishes the experience from Last Crumb’s signature black box.

Contrasting with the clean white box, all brand messaging and iconography features a striking red foil treatment. On top, we created a unique version of the brand’s signature cookie logo by incorporating cupid’s arrow through the mark. On the front of the box, in small 7 point font, the copy reads “Open the damn box, love” inviting your Valentine to do just that.

Once opened, in the same red foil, the interior of the box declares “Well Aren’t You Special.” Below, we created a custom middle insert that covers all of the cookies in the box. This insert serves as a giant Valentine’s Day card with copy designed to impart just how exclusive this gift is and how special you are for receiving it.

Upon removing the insert, you are welcomed with 12 cookies propped up at a 45-degree angle via a custom-engineered rigid insert covered in brand photography. Each unique cookie flavor is packed in a semi-transparent, matte red bag with white type to complement the box color. While the back of each cookie bag features a memorable description updated for the Valentine’s Day holiday.

Finally, the packaging experience includes a limited edition brand magazine that walks through each cookie and how it’s made, a guide on conducting a cookie tasting, and several pages devoted to the Valentine’s day occasion through Last Crumb’s unique perspective.

The Result

This product extension became a sensation online — selling out of its full inventory in one week and driving millions of organic social media impressions.