EatPastry
EatPastry had built strong brand equity in the refrigerated cookie dough space, but the packaging was asking shoppers to work too hard.
On shelf, the product relied heavily on text to explain what it was and how it should be consumed. The result: shoppers had to read, interpret, and confirm before understanding the product. This was creating friction at the most critical moment of truth.
In a crowded freezer or refrigerated set, that extra cognitive effort matters. When shoppers are scanning quickly, words lose to visuals.
The challenge was to increase appetite appeal and shopability– without breaking the existing pack architecture or changing the logo the brand already loved.
Creative Challenge
Solution
In high-velocity retail environments, shoppers are short on time. The original EatPastry packaging relied heavily on words to explain the product, asking shoppers to pause, read, and process before understanding what was inside.
The solution was to shift comprehension from reading to seeing. By leading with an appetizing, unmistakable visual of the cookie, the product becomes instantly understood. For unique SKUs, the image also highlights the CORE filled center of the cookie, making the product differentiator that much more clear. The cookie itself acts as a mental shortcut, communicating indulgence, flavor, and use in a split second– reducing cognitive effort and increasing the likelihood of purchase.
Packaging Design Refresh
Pack Architecture
Portfolio Architecture
SEASONAL & LTO ARCHITECTURE
For seasonal and limited-time offerings, the system flexes. Instead of housing the flavor in the standard tab, the flavor name moves to the center of the pack to give it priority in the hierarchy. This shift allows the moment to be fully heroed, as seen with Hot Cocoa, where expressive seasonal patterns take over the background and tab. The result is a pack that feels celebratory while remaining unmistakably EatPastry– designed to stop shoppers, spark emotion, and clearly communicate this is special, and get it while you can!
We optimized the existing brand system rather than reinventing it. The logo was scaled up and subtly thickened to create a more confident, anchored brand presence at shelf. Flavor navigation was clarified through consistent color-coded tabs, allowing shoppers to quickly identify and move across the line with ease. The result is a refreshed pack architecture that feels familiar but performs harder: faster recognition, stronger appetite appeal, clearer navigation, and a more confident brand presence.
This work shows how strategic packaging design (rooted in shopper behavior, not aesthetics alone) can remove friction, improve shopability, and drive conversion without disrupting what already works.
“Anna is a fantastic designer. But just saying she's a designer doesn't do her justice. She's much more than just a designer, she's a brand strategist as well. When you combine brand strategy and design, you get something magical for your brand. In CPG, design is so critical and I knew I needed someone great. I reviewed a lot of design proposals and Anna's stood out to me. Frankly, she over delivered relative to my expectations and I couldn't be happier with how my brand has come to life. Couldn't recommend her enough!”
Jessie Elias
Founder
