The Right Amount of Fancy

The Challenge

Fancypants Bakery initially launched in the fresh bakery section of grocery stores, but identified a promising growth opportunity within the traditional cookie market. The cookies are crafted from simple ingredients, offering a small, snackable delight. Establishing a cohesive brand identity from scratch was essential. 

The Solution

With a name like Fancypants, creativity was already in full swing. The concept of a mascot emerged early on, and what could be more fitting—and fancier—than a playful peacock? The packaging prominently features delicious food imagery against a bold red backdrop, ensuring a strong brand block at shelf. The peacock interacts uniquely with the cookies on each package, injecting personality and charm. Every detail, from the bow tie & diamond pattern along the top of the pack, subtly nods to the concept of “fancy” in an approachable way.

Logo, Packaging Design, Brand Language, Website, Art Direction