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Time: 2024-02-05
UK Packaging Design | JDO Creates New Cookie-Scented Packaging for Dove and Crumbl Collaboration
Table of contents
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Brand Background
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Creative Concept
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Designer Information
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Editor’s Review
Brand Background:
Dove has teamed up with Crumbl Cookies to launch a limited edition collection that combines Dove’s classic skincare with Crumbl’s beloved cookie scents. The packaging design for this collaboration was crafted by the international branding agency JDO. Crumbl Cookies was founded in 2017 by cousins Jason McGowan and Sawyer Hemsley. Thanks to their weekly rotating flavors and over 1,000 locations across the U.S., Crumbl quickly became a phenomenon in the dessert world.
Creative Concept:
The design team at JDO set out to beautifully merge Dove’s minimalist elegance with Crumbl’s playful, sweet style, resulting in packaging that is both high-end and vibrant. For the first time, the iconic Dove white design was boldly replaced with Crumbl’s signature pink, paying homage to the popular cookie boxes. Helena Graves, Executive Client Partner at JDO, remarked: “Sensory enjoyment and joy have always been at the core of the Dove brand, and this collaboration gave us the opportunity to explore these qualities in a new and breakthrough way.” JDO’s founder and Executive Creative Director, Ben Oates, added: “In today’s competitive market, standing out requires bold, imaginative moves. This unexpected collaboration between Dove and Crumbl is just that. From a design perspective, it’s an opportunity to playfully transform timeless brand elements and deliver joy.”
Designer Information:
This project was led by JDO’s design team based in Royal Tunbridge Wells, UK, with Ben Oates serving as the creative director. The team cleverly blended Dove and Crumbl’s brand elements to create a refreshing visual experience.
Editor’s Review:
This collaboration between Dove and Crumbl is both bold and creative, seamlessly blending skincare and food elements. JDO’s design breaks away from tradition by using a pink packaging that infuses the product with new energy and draws the attention of consumers. This cross-industry collaboration not only expands the brand’s reach but also offers consumers a fresh sensory experience.
