Product Packaging Design
Doughvelle Plant Protein Cookie Duo
Cyan-and-purple torn-paper protein cookie pouch duo with floating dessert props and Dessert Soft. Plant Strong. callouts.
Client Doughvelle
Description
Doughvelle is a fictional plant-powered dessert snack house built as a redesigned two-SKU protein cookie pouch family: Cookie Dough Swirl on cyan torn-paper energy with chocolate-chip cookie reveal, and Caramel Cocoa Melt on purple with fudge-cookie photography. Each matte stand-up pack carries a bold DOUGHVELLE lockup, PROTEIN + brush-script Cookie inside a sketchy ink circle, Plant Source of Protein subline, 20g PROTEIN ribbon, flavor banner, and vegan / no egg / no dairy / palm oil free / no sweeteners bullets — then stages floating cookies, dough balls, chocolate chunks, caramel swirl, oats, vanilla beans, and a protein-powder scoop outside the packs with margin badges for Clean Label Crave, Torn Reveal Appetite, Cyan × Purple Duo, and 20g Plant Protein so the collection tile reads as indulgent clean-label dessert theatre, clearly distinct from Weider identity, Zyvora plant protein cereal, Merciora cookie-crumb gift bars, Circora cookie tubes, Chipvelle choc-chip suites, and Cacovelle brownie neighbours shipping in parallel.
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Design storytelling
From brief to designed solution
Ideation concept
Keep torn-paper graphic split, cookie photography reveal, protein callout ribbon, clean-label feature bullets, brush-script product name in a sketchy circle, and cyan vs purple flavor blocking as the concept — but invent Doughvelle as the brand spine with Cookie Dough Swirl / Caramel Cocoa Melt English hierarchy (never Weider). Outside the dielines, floating cookie/dough/chocolate/caramel props plus exterior headline Dessert Soft. Plant Strong. lift the dual pouches into a Colgate-style enriched 1080 lifestyle poster without third-party sports-nutrition trademarks or studio watermarks.
Problem statement
Plant protein cookie boards often lock real sports-nutrition trademarks (Weider), cloned torn-paper pouch art, and barren pack-on-color crops into portfolio decks. The brief needed an original fictional vegan dessert-protein cookie brand, redesigned cyan + purple flavor duo treating both pouches as hero, and a square 1080 enriched lifestyle poster with floating props and external typography — distinct from plant protein cereal cartons, thank-you cookie-crumb bars, cookie tubes, choc-chip gift suites, and brownie-bar neighbours shipping in parallel.
Solution
We invented Doughvelle, rebuilt hierarchy around DOUGHVELLE → PROTEIN Cookie → Plant Source of Protein → Cookie Dough Swirl / Caramel Cocoa Melt → 20g PROTEIN → clean-label bullets → 90g, and validated an exactly 1080×1080 enriched lifestyle packshot: dual pouches as hero, floating cookie and dessert props, and Dessert Soft. Plant Strong. margin callouts outside the dielines. Packaging and snacks/FMCG tags mark the work for collection filters; artwork forced to precisely 1080×1080 with no Weider identity or watermark text.
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