In 1986, Pepperidge Farm debuted its Chocolate Chunk Crispy Cookie, part of the American Collection. Today, the iconic cookie line is getting a redesign, returning to the original destination cities theme. The Chocolate Chunk logo is no longer the lead communication on pack. Instead, the featured city name-Sausalito, Tahoe, Nantucket, etc.-takes center stage, relegating “Chocolate Chunk” to the top of the bag. The cookie continues to remain the focus of the packaging, while the new, simplified typography reflects a “classic American” style. The brand also launched its newest variety, Montauk.
Launch
August 2010
Package design
Flood Creative,www.floodcreativeny.com
