Mid Nite Logo/Packaging
I was assigned with the creation of a new brand identity and packaging for Mid Nite cookies, a brownie-cookie
company. They were looking for a new identity that aims to grab attention of shoppers to compete with other more
established cookie companies.
SOFTWARE USED: Adobe Illustrator
Overview
Outcome
Research & Strategy
Design Approach
Upon completion, what was delivered was a complete refresh to Mid Nite's brand that leans heavily into their
late night snack name In its color palette and grabs your attention with a logo that presents its name boldly. The
new packaging offers a unique look that uses imagery and hierarchy in type to create a product identity that
could take a bite out of its competitors.
Before I designed, I began by researching pre-existing logos
and color palettes. I was most inspired by Ritz's brand identity,
which also uses a circular logo and a limited color palette. After
researching the logos and packaging for companies like Ritz,
Cheez-It, and Oreo, I began developing concepts.
I landed on a similar circular logo to Ritz, with a color palette of
purple, black, and white.
I designed my circular logo on a different angle than front
facing, to give it more dimension and life than other similar logos.
Utilizing as much space as I could, I illustrated the logo's text
in the circular environment.
For the packaging, I leaned into the purple color palette heavily.
The two box package designs showcase the product alongside
the logo on the front, other flavors and social media promotions
on the sides, and quotes from satisfied customers on the back.