Brief

Emily Miazga, 3x Kathmandu Coast to Coast World Multisport Champion, sports nutritionist and achiever extraordinaire, has a range of delicious, slow burning energy cookies and bars. Emily asked The Brand Depot to rebrand the business with a design to communicate her new core message  - Unleash Your Power - as well as to effectively communicate the attributes of being natural, wholesome, healthy, tasty and authentic. As Em’s Power Cookies are sold in Australia, the rebranding exercise was also a good opportunity to emphasise that they are New Zealand made. The use of red in the logo and the lightening bolt was mandatory for the new design as customers already associated these brand elements strongly with Em’s Power Cookies. 

 

Solution

The Brand Depot created a unique ownable visual asset for the brand: a twisting stylised fern which becomes a track on brand collateral. Em, the brand’s iconic Powergirl character, leaps across the track, powerful and energised. The lightening bolt has been integrated into the typography with a cohesive new brand mark. The new natural, fresh brand colour produces stronger recognition on the shelf as the packaging design moves into a more functional space. Photographs of ingredients give taste appeal and emphasise authenticity, while the use of silver on the packaging  reflects the product’s premium positioning

 

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Outcome

"Our rebrand project was a huge undertaking for Em’s Power Cookies. The task was to completely overhaul the look and feel of our brand in order to do a better job at communicating our story and USP’s to our customers through the packaging design. We had a very detailed and comprehensive brief for Catherine. Most designers would have run, but she took on the challenge brilliantly and professionally! Catherine’s attention to detail, adaptability, creativeness and timeliness for meeting deadlines was excellent. She put her heart and soul into our project, and the result speaks for itself; it has transformed our business. We receive compliments all the time about how awesome our new branding looks. We are so happy with the new Em’s, and now we’re poised to execute our marketing strategy with confidence."
 

Emily Miazga, Founder and Director of Em's Power Cookies