Client:
Mazzei
Country:
Paraguay
Task:
Packaging and Branding Design
The taste of homemade
Mazzei Paraguay called Imaginity as global specialized packaging design agency to do the packaging design for their new line of homemade-style chocolate chip cookies. Where it was decided to increase the size of the brand, to highlight it, removing it from the current blue module, thus achieving greater hierarchy. A sub-brand with relaxed and friendly fonts is used as well as a flash in a casual way and at the same time with a "homemade" style that differentiates these cookies from the rest of the Mazzei cookies with chips.
Imaginity | Design Agency | Branding, Packaging Design, Marketing
The Challenge
Mazzei sought to launch a new line of homemade-style chocolate chip cookies in the food packaging category that needed to stand out within their existing portfolio. The primary challenge was to differentiate this "artisan" offering from their standard cookie range while simultaneously elevating the master brand's presence. The goal was to break away from previous design constraints to achieve a more premium and dominant shelf position in store.
The Solution
Our process begins with the brief and continues with hand sketching and drafting, allowing us to explore multiple conceptual directions and select those that best solve the project.
We designed the packaging focusing on the brand's hierarchy and personality. By removing the Mazzei logo from its traditional blue module, we significantly increased its size and impact, giving the brand the authority it deserves. To highlight the product's "homemade" character, we implemented a strategic visual change: We introduced a sub-brand with a relaxed and friendly typeface to evoke a sense of warmth and craftsmanship. An informal, "homemade" touch was integrated as a visual hallmark of quality, clearly differentiating these cookies from the rest of the Mazzei chocolate chip line. The overall visual identity balances the reliability of a major brand with the approachable appeal of a kitchen product.
The Results
A new design that unlocks the full power of packaging as a powerful sales driver. The new design successfully establishes a strong storytelling and a clear visual hierarchy that prioritizes brand recognition without losing the product's unique character. By liberating the logo from its previous container, Mazzei now commands greater attention on-shelf. The blend of friendly typography and casual design elements has created a distinct personality for the line, making it easier for consumers to identify the "homemade" experience at a glance. The result is a sophisticated yet accessible packaging system that strengthens Mazzei’s in store presence in the premium snack category.
