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Design Category
Package design, 2003
Design firm
Spunk Design Machine (Minneapolis, Minnesota)
Collection
(2004) AIGA 365: 25
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The Tank family wanted to start delivering to homes and businesses homemade cookies fresh from their own oven. They needed an identity, visually and literally. Spunk was asked to name and design this new brand. The brand needed to show the product as a gift, a reward, even as an escape, in a thoroughly depleting modern life. Tank Goodness is a lifestyle brand, and the audience is interested in a sophisticated quality. The market is filled with premium products, yet none can compare with the Tank product quality married with the intimacy of delivery.
Spunk designed the Tank Goodness packaging to match the quality and sophistication of the product inside. Keeping in mind the possibility that it could be given as a gift, the packaging was designed with organic patterns and illustrations that resemble what would be seen on wrapping paper.
The custom shape and die-cut of the boxes distinguishes Tank Goodness cookies from any other cookie packaging, and any other delivered product, such as pizza. The packaging had to hold and protect the cookies during transport, as well as keep them warm and gooey. The packaging uses post-consumer recycled chipboard for environmental and aesthetic reasons. Interchangeable copy-driven stickers are used to seal the box, along with time-specific stickers that read “These
Cookies Left Our Oven At ——”
The Tank Goodness phone is always ringing. People can’t get enough.
It's all in the details. This box conveys the appeal of "home made, fresh made" immediately; great storytelling. The fact that the cookies are delivered in an elegant pizza box communicates "oven fresh, just made" and is reinforced by the time stamp on the closure label.