Brother and sister team Calvin and Tina Su approached Arc & Co. Design Collective to create a packaging design for their sweets that would offer the following 3 solutions: adjustability for the varying thickness of the macarons, increased perceived value as a gift, and heightened Brand presence. They also needed our guidance through a re-branding to coincide with their second store opening. The main problem to be solved was how the packaging would be constructed. Common factory produced packaging was not safe for keeping the integrity of the delicious baked treats in tact. With young, fashion literate females as the target market, we also wanted the packaging and brand to resemble a premium fashion brand.
Structural Packaging Design, Structural Packaging Engineering, Graphic Packaging Design, Packaging Production Management
The solution was to develop a custom packaging design with outer walls that would avoid contact with the macarons, and an inner plate that would hold them in place. This would accommodate and promote the delicate desserts inside. There is a precise and delicate process to making the perfect macaron, a process that became our prime source of Inspiration. We designed the packaging to have a tied closure, a careful and light unraveling. Once open, the desserts are presented, framed closely by inner plating and loosely by the container’s outer shell. With young, fashion literate females as the target market, we also wanted the packaging and brand to resemble a premium fashion brand. By changing the logo, and adding “Made in Toronto” to give the brand a boutique flare, we were able to achieve a more high-end presentation of Butter Avenue. The refreshed brand identity and packaging came together, noticeably unique to from others in the industry. Beyond standing out, Butter Avenue elevated the standard of their packaging. Arc & Co. Design Collective helped propel Butter Avenue to become one of the leading pastry companies city-wide.
ANNUAL PACKAGING PRODUCTION:
over 200,000 units
477 Queen Street West (Toronto, Canada)
140 Amber Steet, Unit 10 (Markham, Canada)