Pure’s Food Specialties, Inc. by Hee Ra Kim

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CLIENT

A third gen­er­a­tion, fam­i­ly-owned and oper­at­ed cook­ie man­u­fac­tur­ing com­pa­ny locat­ed in Chica­go, IL.

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BRIEF

I chose these cook­ie box­es from a 99-cent store. My goals were first to repack­age them while think­ing about my respon­si­bil­i­ty for the envi­ron­ment and, sec­ond, to make them look as if they cost dou­ble the price.

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APPROACH

First, I researched my sub­ject with­in its indus­try, while look­ing at their com­peti­tors. I did lots of con­cept sketch­es and sug­gest­ed mate­ri­als and col­ors. I built actu­al three-dimen­sion­al com­po­si­tions tak­ing into con­sid­er­a­tion each side of the prod­uct, and then I final­ized my designs focus­ing on chil­dren as my tar­get audience—because they love cook­ies. The final prod­uct uti­lizes illus­trat­ed cook­ie mon­sters with die-cut mouths to reveal the cook­ies through the mon­sters’ mouths.

The assignment was to pick any product from the 99-cent store and redesign it. Hee Ra’s approach completely surprised me. She quickly understood the audience of her products: people that love cookies. Cookies are not only for children, but they also remind you of childhood and fun times. Her monster mouth illustrations make her package not only stand out next to its competitors, but also have a life on its own afterwards. The reusable aspect of packaging in today’s age is equally important. — Julia Hoffmann, Professor at School of Visual Arts