Mama's Oven
Mama’s Oven began as Madam Lim’s home-baked cookies, made for loved ones, and later grew into a production line. The brand was restructured and the packaging revamped into a cohesive product range.
AGENCY
Gothic Design
CLIENT
The Cookies Factory
YEAR
2024
ROLE
Designer
Led the visual development of the brand identity and full packaging system
Developed logo, packaging architecture, and illustration system
Managed design execution from concept to production
CHALLENGE
As the range expanded over 10 years, the packaging evolved organically, resulting in visual inconsistencies across the lineup. The challenge was to refresh the system with a timeless, homestyle feel while establishing a clear, range-led packaging architecture that differentiates the three categories and flavors.
Logo Design
A refreshed logo system was created with clean geometric proportions for stronger clarity across applications. The icon features a mother figure with a baking glove in negative space, and the “O” is transformed into a cookie, capturing the brand’s homestyle baking heritage.
Packaging Revamp
The new packaging is built on a modern, simple, illustration-led layout supported by a clear color system, keeping the range cohesive on shelf while remaining warm and approachable.
Hand-drawn cookie illustrations bring a crafted, homestyle feel, while flavor-inspired animal characters add a playful signature inspired by the shapeable nature of cookie dough.
Outcome
The refreshed identity establishes a cohesive packaging architecture that unifies the lineup and clarifies category and flavor navigation, strengthening shelf consistency while preserving the brand’s warm, homestyle spirit.
Photography: Tribeca Studio