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Maxine's Heavenly

Healthy cookies that don’t skimp on taste.

  • IDENTITY
  • PACKAGING
  • ILLUSTRATION
  • WEB DESIGN
Maxine’s Heavenly Almond flavor standup pouch with clouds background

Inspired by a family recipe from the 1950s, Los Angeles-based Maxine’s Heavenly set out to create a cookie that would appeal to today's health-conscious consumer. Filled with only clean, nutrient-rich ingredients, these soft-baked creations let you feel good about what you’re eating, while serving up some seriously delicious homemade taste.

Maxine’s Heavenly Cinnamon flavor standup pouch with clouds background
Maxine’s Heavenly Chocolate flavor standup pouch with clouds background
Maxine’s Heavenly logo
Cookie packaging flavors on store shelf
Today is going to be delicious standup pouch gusset

In a fast-evolving category, Maxine’s original look no longer felt relevant, nor did it really represent the company’s quirky personality. Wanting to dial up the fun AND taste, we gave Maxine’s a whole new look. Bold, bright colors and upbeat letterforms modernize the pack, while an iconic cookie surrounded by playful illustrations emphasizes each SKU’s heavenly taste and quality ingredients.

Cookie 2-packs and stand up pouch packaging floating
Maxine’s Heavenly Cinnamon flavor two-pack held in hand
Two-pack flavors with cookie bite animation
Two-pack flavors with cookie bite animation
Two-pack flavors with cookie bite animation
Two-pack flavors with cookie bite animation
Two-pack flavors with cookie bite animation

The new look establishes strong brand continuity and guidance for Maxine’s, enabling the company to extend into new offerings, digital content, and promo materials with ease. Upon launching the redesign, Maxine’s Heavenly gained entry into new retailers and experienced a sales boost of 289%.

Maxine’s Heavenly Almond flavor standup pouch with floating cookies
Healthy cookie with wings flying
Maxine’s Heavenly redesign growth
Delicious cookies t-shirt design
We like to say that Paul and Camila dropped into our lives like angels from heaven. Not only is their work in every way exceptional, but they communicate clearly, are profoundly creative, and tremendously fast. We’ve worked with several agencies and seen horrible results and wasted time, so we’re so thankful for how they streamline the process and work efficiently. They have both sides of the brain working at full capacity. We are continuously amazed by their creativity and how organized, clear and direct they are. Every day we receive compliments on the work they've done. There is no other design firm that comes close to their professionalism and brilliance. Rachel Brookhart Carmichael Director of Marketing, Maxine's Heavenly