Reinventing nostalgia into modern indulgence
The Challenge An email landed unexpectedly. Danerolles was launching something entirely new: a chilled cookie dough range. They gave us freedom: “do something fresh, alluring and colourful. Totally different than what Danerolles is traditionally known for.” But there was a catch: it still had to echo the heritage and quality that Danerolles stands for.
In other words, how do you launch a brand-new product that feels both novel and unmistakably rooted in Danerolles’ legacy?
Strategic Insight Cookie dough isn’t just a dessert. It’s a moment. A rush of childhood memories. The thrill of raw dough warmed by your hands, a wink to candy stores of the past. It needed to taste rich, smooth, buttery but also feel playful, cheeky, and modern.
This product is not just about baking. It’s about reviving that innocent, decadent joy with a design language that makes it feel premium but accessible.
Creative Concept We leaned into contrast. On one hand: “smooth, rich, buttery, creamy.” On the other: “bright, colourful, nostalgic like candy jars from childhood.” We didn’t settle for standard packaging. Instead, we created something that feels like a treat in itself.
Visual identity: bold, vibrant colors and playful shapes. The packaging evokes candy-shop magic while maintaining that premium Danerolles feel.
Textures and form: the product isn’t in a tin like their croissants, it’s packaged uniquely, in vacuum-sealed “sausage”-style dough so you can slice exactly and bake.
Crafting in 3D: We built realistic packshots in 3D to test how the design works in real-world digital retail environments. Even ran early prototypes in Blender to confirm the look and feel before final production.
A Strategic Evolution After the first version launched and was warmly received for being “fresh” and playful, we noticed a strategic gap: it sat a little too far from Danerolles’ core family visually. To fix that, we brought the design closer to their classic canned dough products, aligning the new line more tightly with their heritage.
This wasn’t just a refresh. It was a rebalancing, preserving the personality of the new range, while grounding it in the visual lineage of Danerolles.
Why This Works
Emotional resonance: We tapped into raw, joyful nostalgia, but presented it in a way that feels contemporary and premium.
Brand coherence: By aligning the cookie-dough line more closely with existing Danerolles products, we preserved brand equity.
Design as experience: The packaging isn’t just functional, it invites celebration, play, and ritual. It feels like a little moment of treat, even before you bake.
Scalable system: The visuals and packaging system are designed to grow, whether with different flavours, formats, or innovation.
