Design & Typography I · Brand Identity & Packaging · Fall 2025
Wicked Dough is a gothic-inspired cookie brand and packaging concept.
Wicked Dough is a gothic-inspired cookie brand and packaging concept I designed as part of my Design and Typography studio course, covering brand identity and packaging. The project reimagines the cookie category through a bold, alt-culture lens, moving away from traditional bakery aesthetics to create a brand built for shelf impact and social presence alike.
Project Overview
The cookie category is saturated with safe, familiar branding. I set out to design a brand and packaging system for Wicked Dough that could stand out on shelf and online, without relying on traditional bakery visual cues like pastels or safe packaging.
Challenge
I designed Wicked Dough, a gothic-inspired brand identity built around a custom wordmark with flared serifs and devilish accents. A palette of neon pink, hellfire orange, and deep plum gave the brand a look that reads instantly, whether on a shelf or a phone screen. I extended the identity into a coffin-shaped dieline that brings the "Cookies to Die For" tagline to life, then shot the product photography to capture the brand's high-energy tone in-camera.
Solution
Research
U.S. Cookie
Market Size
The U.S. cookies market was valued at approximately $12.46 billion in 2024, with projections to reach $12.90 billion in 2025, and grow to $15.23 billion by 2030.
Mordor Intelligence
Halloween
Spending Power
Halloween spending in the U.S. reached an estimated $12.2 billion in 2023, up from $10.6 billion the year before, with 96% of Americans purchasing candy.
Consolidated Credit
Specialty Food
Market Demand
Sales of specialty foods and beverages reached approximately $207 billion in 2023, reflecting substantial growth and signaling a robust market opportunity.
Specialty Food Association
Market Insight
After analyzing market data, I spotted an opportunity: specialty food and Halloween spending are soaring, yet cookie packaging stays remarkably safe. I built Wicked Dough to capture that untapped space, crafting a gothic, unapologetic brand identity brought to life through custom typography, a bold color system, and standout packaging.
Brand Identity
I designed a brand-specific logotype and a high-contrast color palette to move away from safe, traditional packaging. By customizing the typeface Heroking with sharp horns on the “W” and a sweeping tail on the “D,” I balanced the composition while accentuating the “Wicked” theme across both words. Anchoring this custom type with moody foundations and energetic color accents creates a cohesive, high-impact visual identity with instant shelf appeal.
Packaging Design
I built the packaging around a coffin-shaped dieline to bring the tagline, “Cookies to Die For,” to life. The distinctive silhouette breaks away from standard box shapes to give Wicked Dough an unmissable, story-driven presence on the shelf.
Dieline
Photography
Behind the Scenes
Bringing the Brand to Life
To carry the brand beyond the page, I art-directed and shot the in-studio product photography myself. Pairing saturated pink and orange backdrops with off-camera flash lighting, I captured Wicked Dough with the same high-contrast energy established in the identity system, confirming the design held up as a real, physical product.
Application
