MARYLAND’S METTALIC MUST
Client: Burton’s Biscuits
Project: Garbanzo Baked Chickpea Bites Marketing Visuals
Date: July 2017
Redesigns can be challenging, but more so when you are asked to redesign such a popular brand, loved by cookie monsters around the world!
To maintain the position of the Nation’s Favourite Cookie’ it was vital for the design team at Brand Opus to revitalise the tiring brand, but essential to incorporate some of the existing design cues that are instantly recognisable as Maryland. A strong brand mark that pops, and a hero cookie were a must, but more so the captivating shimmer of Maryland’s vibrant metallic red packaging.
This is why when R3DEFINE were asked to create the marketing visuals for the launch of the new design, we were adamant that we translate the patterned metallic accurately! But how in cookie hell were we going to do this? After all, the metallic nature of a material depends on its reflectiveness, which in turn can only reflect its surroundings.
When creating the visuals we stumbled across the amazing world of HDRI’s…the limitless possibility of reflecting any scene or image on our packaging without this disturbing the background of our scenes, and we hope you agree, the results have been promising! So much so, the R3DEFINE visuals were requested for a UK nationwide primetime TV advert.
Yes we only made it onto the three second end frame, but we are proud non the less.
Now we have mastered HDRI’s, material reflectiveness, and helped the Nation’s Favourite Cookie maintain its top spot, I think it’s fair to say, there isn’t much R3DEFINE wouldn’t do for a Maryland Cookie!