Donna Hay is one of Australia’s most loved chefs. She came to us to design the packaging and point of sale for her flagship store on the leafy streets of Sydney’s Woollhara, which celebrates her signature style.
“As a little girl, I would beg my older sisters to play shop with me. I always dreamed of having my own store.”
Celebrating Donna Hay’s brand philosophy of “special made simple” and letting the delicious food speak for itself was the key to designing packaging and point of sale.
We leveraged Donna’s distinctive signature blue, which created a strong colour block effect on shelf and an accent detail for gifting, then added chocolate tones for richness and taste. Clever copy injects personality and play, while the stitched ribbon device signalling Donna’s finishing touch is used across touchpoints, while emotive copy such as “A balanced diet is a cookie in each hand” brings playfulness and fun to a gourmet environment.
After this project was complete, Donna requested that we design the packaging for her new range of baking mixes sold exclusively at David Jones department stores.