Adventures in waffles.

Two GOOD WAFFLES boxes stacked in perspective. Cartoon waffle character, maze, plant-based and dairy-free icons. Bold typographic identity on white. Visual identity design and packaging design for plant-based frozen food by a graphic design studio.
Bonus Bakery
Canada
2024

Client

Bonus Bakery produces great tasting alternatives to traditional baked goods in Vancouver, British Columbia.The emphasis on health-conscious, plant-based products makes them a distinctive presence in BC industry.
GOOD WAFFLES box front. Bold GOOD with highlighter green WAFFLES. Smiling waffle character holding BONUS Plant-Based Bakery sign. Maze illustration lower half. Character illustration, typography and graphic design, and brand identity design for frozen food by a graphic design studio.

Details

Multiple concepts were explored, focusing on usability and shelf impact. Result successfully balances informative content with engaging visuals, making for a notable presence.

Brief

Challenge presented was to develop packaging for the new line of plant-based waffles that was clear, fun, and resonated with the health-conscious consumer while standing next to other waffles.

Design needed to reflect product's plant-based ingredients and appeal to families looking for convenient and wholesome food options.

Solution

Vibrant, puzzle based art direction that clearly communicates product’s benefits and encourages "pick-up-and-play" interaction with customers.

Bold, clear typography with hand-drawn graphics (including a smiling waffle character) produced packaging that is both fun for kids and appealing to parents and adults.

Information is stylishly weaved throughout the design, creating "look-at-me-closer " depth. Play-with-me elements include a maze, and sketch-able areas to on the box, encouraging interaction.
GOOD WAFFLES box front. Bold GOOD with highlighter green WAFFLES. Smiling waffle character holding BONUS Plant-Based Bakery sign. Maze illustration lower half. Character illustration, typography and graphic design, and brand identity design for frozen food by a graphic design studio.

A simple concept that resonates - give packaging personality and make it fun. A maze that threads through primary display surface, a game for kids and their parents to enjoy while cooking.

GOOD WAFFLES flat layout dieline on grey. All panels: GOOD WAFFLES branding, nutritional information, maze, interactive elements, plant-based and dairy-free attributes across full box construction. Structural packaging design and graphic design by a graphic design studio.
GOOD WAFFLES box front close-up with ingredient photography panel. Stack of Liege waffles, natural ingredient claims, plant-based and dairy-free attributes. Art direction and packaging design for plant-based frozen food by a graphic design studio.
GOOD WAFFLES box front with product photography panel. Stack of Liege waffles on plate with fork. Bold GOOD WAFFLES type, BONUS logo, plant-based and dairy-free icons. Art direction and packaging design for plant-based frozen food by a graphic design studio.
GOOD WAFFLES box side panel with ingredient photography. Stack of Liege waffles on plate, fork, natural ingredient claims. Plant-based, egg-free, dairy-free callouts. Art direction and information design for frozen food packaging by a graphic design studio.

Now a waffle, in a frame to draw on, a branding campaign encouraging interaction with the brand through social media.

GOOD WAFFLES gamification panel. QR code, Instagram hashtag #BONUSWAFFLE and #BONUSBAKERY, monthly draw mechanic, whimsical sketches. Packaging-as-marketing-platform concept -- brand graphic design and packaging design strategy by a graphic design studio.
GOOD WAFFLES box back and side panels. Cooking instructions, nutritional information, interactive maze on back. Plant-based, egg-free, dairy-free features clearly marked. Information design and packaging design for plant-based frozen food by a graphic design studio.
Multiple GOOD WAFFLES boxes stacked display showing front and side. Waffle character, interactive maze, social media prompts, plant-based and dairy-free icons. Visual identity design and packaging design for plant-based frozen food by a graphic design studio.

Design was printed on the uncoated side of C1S paperboard. Ensuring warmth to the touch, vibrant color reproduction and a textured packaging surface that encouraged drawing on it.

GOOD WAFFLES nutrition facts close-up. Clear layout with green brand banner, oat milk base and sunflower oil highlighted in ingredient list. Information design and packaging design for plant-based frozen food by a graphic design studio.
Two stacks of GOOD WAFFLES boxes. Front and side views showing waffle character, maze, cooking instructions, social call-to-action. Visual identity design and packaging design for plant-based frozen food by a graphic design studio.
Two GOOD WAFFLES boxes from back and side. Maze, cooking instructions, nutritional information across panels. Plant-based and dairy-free callouts. Information design and packaging design for plant-based frozen food by a graphic design studio.
Three GOOD WAFFLES boxes upright in lineup. Central box shows character and maze. Left and right boxes show natural ingredient and nutrition-focused panels. Visual identity design system and packaging design for plant-based frozen food by a graphic design studio.

Ultra System Sans was paired as a bold headline type with classic Akzidenz Grotesque for info panels, creating a modern, warm visual language.

art of packaging / projects