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A Fresh Look for a Timeless Recipe.

Effie’s Homemade needed a packaging refresh that not only reflected its artisanal roots but also made its biscuits more approachable to new consumers. Our challenge was to strengthen on-pack communication—clarifying what these biscuits are and what the eating experience would be like.

The new design balances heritage and modern appeal. Inspired by Effie MacLellan’s home, the packaging incorporates a signature wallpaper pattern, warm typography, and nostalgic elements that create an inviting, boutique feel. Key refinements include clearer product descriptions, engaging photography, and a structured layout that enhances shelf presence while staying true to the brand’s story.

By evolving Effie’s strategic messaging and visual identity, we created packaging that welcomes new customers while honoring the brand’s rich history.

IDENTITY / PACKAGING
Agency: Honeymoon
CD: Noah Clark
Photographer: Clare Bonza