CLIENT
A spicy holiday cookie company which operates out of the Lower East Side in New York, NY. Leckerlee’s audience is not only people interested in unique baked goods, but also people buying gifts for dinner parties and holidays (and of course German expats excited to indulge in these German treats so far from home).
BRIEF
Reminiscent of gingerbread, Lebkuchen are traditional German cookies which have been sold in elaborate, decorative tins for over a hundred years. Leckerlee needed a brand identity and packaging deeply rooted in the history of these spicy, oversized cookies which are typically sold in Germany and other parts of Europe during the holidays.
APPROACH
Honestly, the challenges were few; there is an enormous wealth of historical Lebkuchen tins, stores, and towns from which we pulled our inspiration. We used traditional Lebkuchen tins and other antique German confection examples as a groundwork for the logo, iconography, and patterns. Bears are a sentimental animal in German culture, creating visions of small town Christmas and warming foods. An upright script logo, paired with traditional grotesque typography and holiday motif patterns complete this distinctly German identity.
