Dough Snatchers is a maker of frozen cookie dough and ready to eat cookie based in Chicago. With a goal of low environmental impact and high quality product, the team at Dough Snatchers was looking for a brand identity that could stand out on the shelves and deliver on creating a low-waste product. 

GOALS OF PROJECT Introduce a new frozen cookie product to a competitive freezer shelf.

PROJECT IMPACT: The product was picked up by six retailers pre-launch and within the first three months of being on shelves the product was in the top 50% of frozen sweets.

The Initial concept for the logo was to have a cookie being captured, or capturing itself. After drawing the initial pencil sketch we worked with an illustrator to refine the concept into a final mark.

While we liked the illustration options the illustrator provided, we felt they were too refined and needed more texture. Using their illustrations as a base we scaled them up, printed them and traced over them in india ink. This created a more textured, rough appearance that worked better with what the product looked like and what the brand wanted to be.

Frozen cookie dough is most often found in a mylar bag, with 10-12 cookies per pack. While the designs are generally unique within a range of company logo and image of product, the form factor is always the same. We wanted the Dough Snatchers brand to be different, both visually and in its impact on the environment.

We opted for a smaller footprint size, offering four cookies to a pack, which allows for easy placement on the shelves, and keeps ones cookie consumption down to a reasonable level. Next we wrapper our packs in a bio-degradable parchment paper. This decision not only differentiated the design amongst competitors it also provided the baker with a reusable package: remove all the stickers and bake right on the wrapper. Afterwards you could compost it in your backyard or recycle it with little guilt.

We extended the brand library to include process illustrations that referenced bakery stickers and ephemera, as well as bbq and smoke house menus and labels. The chef and co-owner first introduced the cookie at a previous bbq restaurant, and keeping elements of that visual language was important.

In an effort to differentiate ourselves from the numerous illustration-led brands using the all-to-frequent loopy-armed and begloved character mascots, we opted to instead introduce a "human" character known as The Snatcher. Donning a purple opera glove, we photographed a hand model wearing in a variety of positions and scenes to imbue the brand with a quirky, unexpected voice. We extended the photography assets using NanoBanana for additional poses.