Chocolate dessert rebrand & packaging design

FRANKIE’S BROWNIES

This was a rebranding & packaging design project for Frankie’s Brownies, a London based chocolate dessert brand.

Frankie started out making brownies but what really put Frankie on the map was her chocolate pot. Layers of chocolate brownie, covered in chocolate & salted caramel, all topped with chocolate drops. If you ever need to treat yourself, this is how to do it.

PROJECT BRIEF

After sitting down with Frankie we agreed on 3 main goals for this project:

1. Expand retail presence: Frankie aimed to grow her retail listings, increasing both sales volume & revenue. 

2. Streamline packaging: The business was juggling different labels for wholesale, D2C & foodservice. A unified design would simplify operations, cut SKU count & reduce costs. 

3. Elevate the brand: Frankie knew the power of branding & didn’t want to be just another product on the shelf. She wanted a brand that was memorable & impossible to copy, laying the foundation for future growth.

BRAND STRATEGY

The research phase of the project uncovered a brand positioning where Frankie’s values & a space in the market aligned.

The brand position was about being more than just a treat. It was about creating memories.

The chocolate pot was positioned as the centrepiece of the new brand. Helping to create a special moment whether you’re at home on the sofa or out with friends at your favourite cafe.

PACKAGING DESIGN

The new packaging design captures that cosy feeling of hanging out with a best friend. Soft pinks for fun & approachability, while the minimalist design is all about letting the product shine. No distractions, just pure enjoyment, straight from the pot.

The bubblegum pink, a key colour of Frankie’s Brownies, remains the hero colour. It strikes the perfect balance between playful & welcoming, while the addition of a vibrant hot raspberry colour logo gives a burst of energy.