D baked is a premium bakery that sells a variety of bakeries.
The outstanding and delicious dessert of the shop is cookies. D baked cookies use the best ingredients, giving the cookies a rich aromatic taste.

In addition to selling at the store, the new normal way of life has been created a year ago so we initiative to produce cookies that can be sold in both leading supermarkets and online stores with the same brand name – D baked.

The cookies have 3 flavors; milk, butter, and almond which are targeted at B+ to A class customers and aimed at a modernized generation. They have purchasing power and prefer to eat good quality snacks.

Since the cookie boxes on sale generally have a similar designs. D baked wants to be different and stand out from the typical cookie box design because Thailand has a quite competitive snack market.

The beginning of the concept was to find a way to set up the brand’s personality as a cool and modern image. The intention to sell a product to modern people brings the concept of “Minimal and Trendy” and because D bake cookies are premium cookies that carefully selected ingredients providing a rich and aromatic taste. So, we selected black color as a background to represent the concentration of flavor.

The cookies come in 3 flavors and we want them to be attributed to the image of a fun story, so a cute animal squad of elephant, whale, and squirrel was chosen. Designing them to be a round shape like cookies.

Hand-painting with watercolor design and controlling the tone to be black and white made the character more stand out.

What is the notable posture of elephants, whales, and squirrels that people can easily recognize? This is our pick posture to present cookies in each box. (1) The water blowing elephant butter cookies. Replacing cookies where the water is sprayed. (2) The whale spouting water milk cookies, replacing cookies where the water is spouted. And (3) The hardworking squirrel, collecting nuts, almond cookies. The cookies, as a nut, are held by a squirrel. Also, add brightness to products with brightly colored text such as purple blue and orange colors to clearly disting.