Pepperidge Farm

We partnered with Pepperidge Farm to develop a visual identity that would position the Farmhouse sub-brand of small-batch baked goods as a differentiated, extendable brand in the bakery space.

Capabilities

Positioning
Branding
Packaging Design

Challenge

The DuPuis Group partnered with the visual equity & design team at Pepperidge Farm to carve out a differentiated positioning and visual identity, and revolutionize the brand packaging for Farmhouse in a way that captured its premium quality, heritage story, and warm personality.

Action Taken

The new packaging design across bakery products (including both bread and cookies) creates a comforting visual identity that effectively reinforces the company's legacy as skilled, trustworthy bakers.

The simple architecture was a bold step for Pepperidge Farm, which paid off by creating brand equity around a pure, white space, while special finishes also help to give the package a considered, handcrafted feel.

Results

The resulting brand system and packaging designs imbue the feeling of the Pepperidge Farm brand they trust into a premium space that communicates Farmhouse’s motto of baking with care. The cookie packaging became the innovation of the year as Farmhouse Cookies helped Pepperidge Farm to dominate the premium-cookie segment.