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Article | September 30, 2000
In order to broaden its market from the East Coast to the entire U.S., Richmond, VA-based Kathleen’s Bake Shop enlisted the help of Beatley Gravitt Communications (Richmond, VA).
The packaging for the baked goods, which was 15 years old, consisted simply of a paper bag before Beatley Gravitt implemented the redesign. In addition to a new look, the cookies and brownies required a more “robust” container because of the wider distribution. Kathleen’s Bake Shop ultimately chose the milk carton-type container featuring a photo of the product and a gingham pattern with color coding to indicate the style of cookie. The new packages, which protect the cookies for four months, are printed in six colors on a sheet-fed offset press. “The graphics are meant to make it seem like your mother made [the cookies],” Robert Young, Beatley Gravitt creative director, says.Learn about packaging innovation at The Packaging Conference in Orlando, February 3-5, 2014
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