Problem
Health-conscious snackers often crave sweet treats but struggle to find indulgent options that support their nutritional goals. Whoa! Dough launched in 2018 to meet this need with a cookie dough bar that was both fun and better-for-you. However, to succeed in a crowded market and connect with its core audience, young children and their millennial mothers, the brand needed a strong, playful identity and a thoughtfully designed packaging system.

Solution
Working closely with the creative director, I led the development of Whoa! Dough’s visual identity and packaging design. The brand system is rooted in a nostalgic color palette inspired by the 1990s, designed to appeal to mothers while maintaining a sense of fun for kids. Key brand elements include dough-like typography and lively speech bubbles that echo the brand’s enthusiastic name. The logo features an elevated “o” with a drop shadow which highlights the playful pronunciation of “Whoa.” The rotated logo type allows for flexible presentation whether the bars are displayed vertically or horizontally.

I prepared the final box and bar dielines for all six product variations as they entered the market. This included multiple iterations as well as packaging pitch ideas to appeal to varying sellers. Over the following years, I expanded the brand’s visual language across a wide range of applications. These included organic and paid social media content, selling deck presentations, print advertisements, retail point of purchase displays, materials for trade show booths, business cards, branded merchandise, and influencer kits. These cohesive design efforts helped establish Whoa! Dough as a recognizable and trustworthy choice for families.