Joy fills

snack with a smile – A global platform for innovation

Mondelez was looking to shake up the snack aisle and meet consumer demands for sweet and convenient snacks. Introducing Joy Fills, a new global biscuit line from beloved brands like Oreo and Cadbury in a new
on-the-go format. The challenge was to create a design system that would strategically leverage distinctive assets from brands like Oreo and Cadbury while creating signature ones to build equity for the new standalone platform brand.

The visual and verbal brand language is equal parts descriptive and emotive to ensure product comprehension of the new food form and build upon our brand platform and values. Everything from the naming, typography, packaging architecture, shape language, and photography was intentionally designed to convey abundance, joy, and lightness.

Scope: Brand & Category Assessment, Global Package Design, Brand Style Guide, Naming
Role: Creative Director, Dragon Rouge
Design Contributors: Rietje Becker, Katie Eaton, Claire Lieber, Yoonseuk Oh