Effie’s Homemade needed a packaging refresh that reflected its heritage while improving product communication (What the heck is a biscuit, anyway?). Inspired in part by historical photos of Effie MacLellan herself, surrounded by floral furniture and drapes in her Boston-area home, our design puts a modernist spin on the boutique and artisanal quality of the brand’s baked goods. With its nostalgic details, it’s our hope that whenever someone holds a box of Effie’s biscuits, they feel like they’re holding a slice of “home.”

Packaging Design • Brand Guideline • Copywriting