Fresh & Easy’s New Cookie Package Taps Traditional Values

Posted: April 15, 2014

International design consultancy P&W has designed a range of sandwich cookies for Tesco’s U.S. chain of Fresh & Easy Neighborhood Markets. This style of cookie has been a family favorite for many decades, so the design had to encompass traditional values and heritage cues as well as having a fresh look and feel.
P&W’s approach was to showcase the cookie by taking its shape, detail, and design to create a bold pattern to frame the product titles. A glass of cold milk next to photographs of the cookies completes the scene.
These cookies contain no artificial colors, flavors or preservatives, consistent with the Fresh & Easy ethos. To further enforce the brand values, the cookies are baked with the fresh & easy logo “clapple” in the middle.
In a heavily branded sector such as cookies, Fresh & Easy needed the design to be strong and eye-catching on shelf. P&W that its solution was a bold personality that could compete in category and appeal to customers of all age groups.