The Cookie Jar is a well-established bakery situated in the beautiful surroundings of the Mourne Mountains. Since 1965 The Cookie Jar have been baking some of the country’s best known breads and sweet treats, from Wheaten bread to Soda bread, Fruit Bannock and beyond they have built on their Grandmothers fame across Northern Ireland and kept true to her original recipes. To this day owner James has kept every recipe his grandmother created the same, as they were in the 60’s – a testament to the quality of the products. From their premises in Newcastle, County Down The Cookie Jar noticed that there was high demand for their traditional Irish baking outside of the bakery shop and across the world. Ex-pats living in Australia, America and Europe seek the traditional baked taste of home and The Cookie Jar was happy to help. The power to re-create your favourite Wheaten, Soda, Scones and much more from your home, no matter where you are in the globe spawned the idea of ‘Bake your own’ – The Cookie Jar’s solution, in the form of ingredient packages. The ingredients simply need water and oil added in order to re-create the beautiful taste of home, still with James’ Grandmothers original recipe. With increased interest and success of selling and shipping the ‘Bake your own’ model required a brand identity as well as some packaging design.
In creating the brand identity we needed a narrative for the brand that immediately told the brand story before a logo or package is seen. How do we sum up a traditional bakery that is famous for their product in Newcastle, Co. Down – Mourne and Bread. Mourne and Bread is the lead narrative that sets the foundation for the brand identity and tone of voice. Mourne and Bread addresses the surroundings in which the bread is created and recognises the tradition and nod to being ‘born and bred’ in the Mournes.
Now that we have the narrative the identity would soon follow. We created a brand mark that remembers the old identity through a revised wheat icon as well as bringing the texture of the work surfaces in the bakery to the type design. The textured type instantly tells the tale of the bakery and once paired with the new, improved colour palette the entire mark communicates as a fresh, contemporary identity. We created both stacked and horizontal logotypes for versatility across the branding both in print, signage and online.
Marketing and promotion for The Cookie Jar allowed us to build upon the narrative, copy and art direction – from ‘Mourne and Bread’ to ‘up here it’s bread into us’ and gorgeous, epic shots of the Mournes and dramatic bread shots the branding, when pieced together is very powerful.
Following the design and marriage of all branding elements we were able to focus on how the ‘Bake your own’ packaging would appear. Taking into account the direction of marketing material and storytelling across the brand we wanted this to continue. Utilising the ‘Bake your own’ theme we designed the packaging to reflect the homemade feel and resonate with the ‘crafty’ audience who would be baking the breads and mixes. We introduced scenic Mourne illustrations and photography to the package design as well as a contemporary ‘way-finding’ icon set to be used as the product list develops.
We not only got to develop a fantastic brand identity and strategy but we also had the pleasure of creating some of the delicious breads and scones in the studio. The ingredient bags make it so easy and believe me the results are delicious – personally I had the Wheaten Bread and Scones and both are incredible, highly recommend you try out The Cookie Jar.