Introduction

Biscuits and cookies are among the most familiar products in any supermarket. They are bought weekly, eaten at work, school and home, and shared with guests. In such a familiar category, the challenge for marketers is not explaining what the product is, but making shoppers feel that this particular brand belongs in their day.

This case study describes how Dsigngo Group designed a campaign poster for a cookie range from a leading UK biscuit brand. The poster was created for a UK-based food and beverage export distributor that promotes branded products to importers, wholesalers and retailers. The design positions three cookie variants as the perfect snack to carry through a busy day, using a youthful, energetic style and a confident, conversational headline.

The client and context

The client was a UK-based distributor and exporter of branded food and beverages. It sells to trade buyers in several international markets and uses social media posts and digital catalogues to introduce products and generate enquiries.

The product range included three cookie variants: a classic milk chocolate chunk cookie, a half-coated milk chocolate chunk cookie and a triple chocolate chunk cookie. Each comes in a bright, colourful pack with strong branding.

The brief

The distributor wanted a poster that would:

• Present all three cookie variants as a range.
• Make the brand feel youthful, fun and relevant to busy lifestyles.
• Highlight the brand’s strong position in its home market.
• Include a short, catchy headline.
• Show the distributor’s logo, website and an “Order Now” button.
• Work in portrait format for social media and digital catalogues.

The challenge

Making a familiar category exciting

Cookies are everyday products. The poster needed a fresh angle that would make viewers stop and look.

Showing three products without clutter

Presenting three packs together can easily feel like a crowded catalogue page. The design needed a natural way to group them.

Speaking to younger audiences

Snacks are often bought by and for students, young professionals and families with children. The tone needed to be energetic and relatable.

Supporting trade sales

As with all distributor materials, the poster also had to help importers and retailers see the product’s sales potential and know how to order.

Research and insight

Our team considered when people eat cookies: between classes, during study sessions, at the office, after sport and on the way home. Cookies are a portable treat that people carry with them.

That led to a simple insight: show the cookies coming out of a bag, as if someone has just packed their favourite snack for the day. It instantly suggests portability, everyday use and personal choice. It also gives the brand a more personal, lifestyle feel than a standard pack shot, which helps it compete with local snack brands that shoppers already know well.

The creative concept

The concept is “my kind of snack”. The three cookie packs spill out of an open purple sports or school bag sitting on a desk, with a notebook and pen nearby. The background is a softly lit room bathed in purple tones, suggesting an evening study session or a cosy break.

A bold headline in white, slanted and stacked, says “That’s my kind of snack”, giving the poster a confident, youthful voice. At the top, the brand logo appears with a line stating its position as a leading biscuit brand in its home market.

Design decisions

Colour

The design is built around purple, which matches the triple chocolate pack and gives the whole poster a distinctive, modern mood. Purple is less common in biscuit advertising than reds and browns, so it helps the post stand out. Warm highlights on the packs and cookies keep them appetising.

Composition

The bag sits in the centre of the frame, with the three packs fanned upwards out of its opening. This arrangement gives each pack its own space while showing them as a group. The headline fills the lower half diagonally, adding energy and leading the eye to the “Order Now” button.

Typography

The headline uses a heavy, italic, brush-like display typeface with a subtle shadow, giving it a playful, sporty feel. The slant suggests movement and enthusiasm. The brand claim at the top uses a clean, bold typeface for clarity.

Product presentation

Each pack is shown clearly, with its name and variant visible. Real cookies are visible on the packs, providing appetite appeal. The packs are slightly angled to look natural, as if they really are tumbling from the bag.

Distributor details

The distributor’s logo sits in the lower-left corner, with a rounded “Order Now” button in the centre and the website on the right, forming a consistent footer used across the distributor’s product posts.

Why a bag tells the story

Props carry meaning. A plate of cookies suggests a home treat; a lunchbox suggests children; an office mug suggests a work break. A sports or school bag is more flexible: it could belong to a student, a young professional or someone heading to training. That flexibility lets a wide range of viewers see themselves in the scene.

The open bag also creates a natural frame for the products. The packs rise out of it like a reveal, which adds a sense of discovery and makes the composition feel dynamic rather than static. Small details, such as the notebook and pen on the desk, add context without distracting from the products.

Our design process

1. Brief and assets: collecting pack images, brand logo, claims and distributor details.
2. Concept exploration: considering lunchbox, office and sports scenes before choosing the bag concept.
3. Scene creation: combining the bag, desk, room and products with lighting and shadows.
4. Typography and layout: developing the headline and positioning brand and distributor elements.
5. Accuracy review: checking pack names and brand claims.
6. Client approval and final files.

Lighting and atmosphere

The purple atmosphere was created with soft ambient light and a gentle glow from the window. Highlights on the packs make them pop forward, while subtle shadows on the desk ground the bag in the scene. The result feels like a real room, not a flat background, which makes the product moment more believable.

Using brand claims responsibly

Claims such as “number one” or “best-selling” can be powerful, but they must be accurate and supported. When distributors use claims supplied by brand owners, they should:

• Use the exact wording approved by the brand owner.
• Confirm the market the claim refers to, such as the UK.
• Avoid adapting claims for other markets where they may not apply.
• Keep evidence on file in case buyers or regulators ask.

The biscuit category

Biscuits are a large, competitive FMCG category in most markets, including Sri Lanka and the UAE. Shoppers often buy several brands and switch between them, influenced by promotions, new flavours and packaging. Research on brand growth suggests that brands grow mainly by reaching more buyers, so visible, memorable advertising and wide availability matter as much as loyalty programmes. Our blog article on repeat purchase explains these patterns.

For a distributor introducing a UK brand to new markets, the brand’s home-market strength is a useful selling point, but it must be supported by local visibility and in-store presence.

Designing for range sales

Showing variants together encourages shoppers to try more than one and helps retailers see the value of stocking the whole range. Range posters work best when:

• Each variant is clearly identifiable.
• Colours and names are visible.
• The arrangement feels natural rather than like a catalogue grid.
• A single message ties the range together.

A sales kit for buyers

Trade buyers benefit from supporting information such as pack sizes, case configurations, shelf life, barcodes, ingredients and allergen information. Providing a product sheet alongside the poster helps buyers move from interest to order quickly.

Adapting for different markets

The poster can be adapted for different markets by translating the headline, adjusting claims to suit local rules and adding Arabic text for Gulf buyers. The purple scene and bag concept can be reused for other snacks in the range, creating a recognisable campaign style.

Designing for social media performance

• A distinctive purple palette stands out among warmer food posts.
• A bold, conversational headline invites engagement.
• Three packs are shown clearly at thumbnail size.
• A clear footer tells buyers how to order.

Building a campaign series

Further posts could show the cookies in other everyday moments: an office desk, a sports bag after training, a lunchbox for school or a picnic with friends. Keeping the headline style, colour mood and footer consistent would build a recognisable campaign.

Measuring success

Distributors can measure trade enquiries, orders, engagement from relevant audiences and website visits from each post. Comparing range posts with single-product posts helps identify which format generates more interest.

Snacking throughout the day

Snacking has become a regular part of daily routines in many markets. People eat between meals at work, during study, on the move and in the evening. This creates opportunities for portable, individually packed or resealable snacks that fit into bags and desk drawers.

The bag concept speaks directly to this behaviour. It suggests that the cookies are not a special-occasion treat but a dependable part of the day, which supports regular, repeat purchase. For distributors, positioning a product around everyday occasions helps buyers see steady demand rather than one-off sales.

What the packs do well

The cookie packs themselves offer useful lessons:

• Strong brand blocking: the logo appears in the same position on each pack, so the range is instantly recognisable.
• Variant colour coding: each variant has its own dominant colour, making it easy to tell apart.
• Product photography: real cookies on the front create appetite appeal.
• Clear naming: variant names describe the taste simply.

These principles apply to any snack range and are worth considering when designing local products, such as Sri Lankan biscuit and snack brands.

Retail placement and promotions

For retailers, cookies sell best when they are easy to find and easy to try. Common tactics include:

• Placement at eye level in the biscuit aisle.
• Secondary displays near checkouts and in convenience stores.
• Multi-buy offers across variants to encourage trial.
• Seasonal displays for school terms and holidays.

A distributor can support these tactics with matching shelf talkers, display cards and posters using the same campaign visual, so the experience is consistent from social media to the shop floor.

Multipacks and gifting

Cookies are also popular in multipacks for families and in gift selections for festivals. Range posters can be adapted to show multipacks or gift boxes when seasons approach, using the same scene but adding festive details. Planning these variations in advance allows distributors to respond quickly to seasonal demand.

Labelling and allergens for export markets

Biscuits often contain common allergens such as wheat, milk, eggs, soy and nuts. When selling into new markets, distributors must make sure labels meet local requirements, including allergen declarations and language rules, such as Arabic labelling in the UAE. Trade materials should present accurate allergen and ingredient information approved by the brand owner, and buyers should be told which label languages are available.

Deliverables

• Campaign poster for social media and digital catalogues.
• Print-ready version for trade presentations.

Why a conversational headline works

“That’s my kind of snack” sounds like something a real person would say. Conversational headlines feel friendly and personal, which suits everyday products and younger audiences. They also invite agreement: viewers who like the cookies see the line as a statement they can share, which can encourage comments and shares on social media.

Effective conversational headlines are short, use everyday words and express a clear feeling. They work best when paired with a strong image that shows exactly what the headline is talking about.

From trade poster to consumer campaign

Once the cookies reach stores, the same visual can be adapted for consumers by removing trade details and adding information such as where to buy or current promotions. Retailers can reuse it for their own social media and in-store displays, extending the campaign at little extra cost. Providing retailers with ready-to-use versions in different formats encourages them to promote the product actively.

Working with a distributor across many brands

Distributors often carry many brands, each with its own identity. The challenge is to give every brand its own character while keeping the distributor’s posts recognisable. In this series, each poster has its own colour mood and concept based on the product, while the footer, button style and logo placement stay the same. This balance respects each brand and builds the distributor’s own presence.

What made this project work

• A relatable everyday moment that shows portability and choice.
• A distinctive colour palette that stands out in the category.
• A confident, youthful and conversational headline.
• Clear presentation of all three variants.
• A consistent distributor footer shared across the series.

Lessons for brands and distributors

• Show products in the moments people actually use them.
• Use colour boldly to stand out in familiar categories.
• Present ranges together in natural compositions.
• Use approved claims carefully and accurately.
• Keep trade information and calls to action consistent across posts.
• Use props that let a wide audience imagine the product in their own day.
• Prepare consumer versions so retailers can carry the campaign into stores.

Frequently asked questions

Can you create lifestyle scenes for packaged foods?

Yes. We combine product images with photographic or 3D settings to create believable lifestyle scenes.

How do you choose colours for a campaign?

We start with the brand’s packaging and guidelines, then consider how to stand out in the category and on social media.

Can you write headlines as well as design?

Yes. Our team writes short campaign headlines and captions in English, and we work with fluent writers for other languages.

Can the same scene be used for other products?

Yes. A strong scene can become a campaign template for other products in the range.

Do you produce printed point-of-sale materials?

Yes. We adapt campaign visuals for shelf talkers, posters, wobblers and displays.

Can you design packaging for our own biscuit or snack brand?

Yes. We design packaging for local and export snack brands, including pouches, cartons and multipacks, along with the campaigns that promote them.

Can you add allergen or nutrition information to trade materials?

Yes. We can include approved product information on product sheets and catalogues.

Conclusion

This cookie poster shows how a familiar product can feel fresh and relevant through a well-chosen everyday moment. By showing three variants tumbling from a bag, using a distinctive purple palette and a confident headline, the design positions the range as the go-to snack for busy days, while giving trade buyers a clear route to order.

Promoting a snack or biscuit range? Talk to Dsigngo Group about campaigns that make familiar products feel new.

Plan Your Snack Campaign

Sources

• Dsigngo Group project files.