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Joseph Meza

MFA in Graphic Design - 2 Yr Path — Graduate Graphic Design

Little Debbie

The logo of Little Debbie has only ever gone through a few slight iterations over the years and has yet to be ‘modernized’ for the 21st century. What I am looking to accomplish is to modernize this for a generation whose likes and dislikes are changing from begging their parents for these things to wanting homemade, gluten free, organic, top shelf, etc.
Learning Outcomes:
This was one of the much harder projects I have had to accomplish. I learned how to update a tired brand by giving it new life and new meaning. Focusing on public relations I was able to keep the current idea and rebrand it for the same audience that had grown up loving these snacks. An overwhelming amount of questioning and ideas with this project going one direction from the start ultimately helped to narrow down my ideas and direction in another direction.
Project Website:
https://josephmeza.me/little-debbie
A rough idea of what I wanted to do with this package. I was essentially chasing the idea of maturity. The one cookie or snack brand similar was Milano because it has a sense of maturity that was being emulated.
Looking for the correct typography was difficult, these were just several of the first attempts. It began with looking for something that could be fun, reminiscent of childhood, but still show enough growth and maturity.
The Little Debbie brand is something the last few generations have grown up with and there should be a way for them to still appeal to those generation as they mature.
I still wanted to keep with the idea of baked goods such as cupcakes, brownies and cookies. This also made me think of the idea of how Folders coffee rebrand itself for a newer audience. Folders had been something of a stale br and and had not gone though any new changes with the look and feel over the last twenty years or so. It had me think there must be other brands that could use the same treatment. I sought out a snack brand that had not been updated in a long timer or ever and I stumbled on Little Debbie.