OREO X POST MALONE - “The Best Oreo Ever”
When we were tasked to design the cookie embossments and packaging design for Oreo and Universal Music Group, yeah it was exciting. Being someone who started their career in the music industry, it was almost like a warm hug from a close friend, it felt familiar. When we found out it was Post Malone, I WAS STOKED. Was he one of the best concerts I’ve attended? Is he one of the coolest people? Are we about to create the best collab in the history of Oreo? Will this be the best Oreo ever? Does this project even need an intro?
My Role
Collaborate with creative directors and Post Malone’s team to develop the visID for this collaboration and ensuring designs align with the swirl smith campaign.
Design cookie embossments & packaging that are on strategy and inspired by Post Malone’s interests and discography.
Ensure designs meet the cookie print guidelines: using specific spacing between lines and stroke sizes. Test cookies in a 3D environment to ensure that the embossment designs read well.
Create additional assets for internal brand designers and vendors to use in marketing materials.
The Pack and Cookies
Elden Ring, dragons, knights, and music; the perfect storm for an Oreo pack design. But these are just some of the finer things Post enjoys that we took into considerations when developing the pack and visual identity.
If its dragons he wanted, it was dragons he got. Lining the entirety of the pack are guitar picks adorned with Oreo & Post Malone logos (because we really wanted to drill this collab in) creating the illusion of dragon scales and hitting on the swirl smith story where Post is mining for the ingredients to make these cookies. As for the color way, who doesn’t like a bit of gold and glitz?
The cookies feature 9 special embossments designs that include visuals alluding to his discography, interests and obviously a nod to his collab with Oreo. There may be some easter eggs in there for die-hard Posty fans but we won’t give those away here.
The cookies also feature a brand new flavor and creme design developed by Oreo and Post… but I guess I can let Mr. Stephen Colbert tell you more about that below.
The Team: Agency: Dentsu Creative | Creative Director: MIKE Cuthell, Eric Dennis | Design: Zulema Orozco, Dee Duncan, Tracey Wong, Emily Thomas | Copywriters: Caroline Noonan & Victoria Lee | Art Director: Reed Wilson, Makenna Bortells | Social: Lorena Pedetti, Gianna Barone | PM: Richard Callaghan | SVP Client Leadership: Eric Forsyth | VP Client Leadership: James McCawley | Account Manager: Allison Lawrence | Artist Team: Bobby Greenleaf, Kerri Mackar, Bryan Rivera, Travis Brothers UMG: Randy Freeman