Mindy's
A dose of decadence. Mindy’s is the best f%&*ing cookie you’ll ever eat – and it just so happens to have cannabis in it. Mindy F Segal (F is for F$%*ing), is the Chicago-based James Beard Award-winning pastry chef. While Mindy herself is bold and unapologetic, her cooking is much sweeter, much more careful and comforting. For this line of highly artisanal edibles, the branding had to showcase this duality. Bold patterns are juxtaposed with hand-illustrated heritage-style icons (cute fruits and insects mixed with skulls and armadillos, contrast in itself). The wordmark itself expresses this duality, with its thick lettering inscribed with a handwritten signature. The packaging is also split, with bold patterns on the bottom and a completely clean aesthetic on top. Mindy’s highly conceptual flavors are like nothing you’ve ever experienced, they are life changing deliciousness.
Branding, Creative Direction, Packaging
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