Velvet Creme

Brand

Velvet Creme

Industry

Food & Beverages

Year

2024

Services

Branding, Packaging

1) Project Overview

A Legacy Repackaged

Since 1947, Velvet Creme has been a Miami icon, a name synonymous with handcrafted doughnuts and nostalgic indulgence. But as they expanded into modern markets, tehy realized their packaging needed to do more than just carry their products; it needed to tell their story. So they re-designed their packaging to capture their heritage while appealing to a new generation of sweet-toothed fans. The goal was simple: make a packaging as unforgettable as the flavors.

02) Challenges

Balancing Nostalgia and Modern Appeal

Their rich history gave them a strong foundation, but it also posed a challenge—how do they stay true to their roots while ensuring our brand remains fresh and relevant? They needed packaging that evoked nostalgia yet felt contemporary. It had to stand out in a crowded market, reinforce their premium quality, and create an emotional connection with every customer who held a box of our doughnuts, ice cream, or coffee. The challenge wasn’t just design—it was storytelling.

03) The Confetti Way

Celebrating Every Bite

At Velvet Creme, they believe that every doughnut should feel like a little celebration. That’s why they partnered with Confetti. Their approach wasn’t just about aesthetics—it was about capturing the magic of our brand in a way that speaks to both loyal customers and first-time buyers. Together, the brand set out to design packaging that doesn’t just protect their products but enhances the joy of unboxing them.

04) Brand Strategy

Sweet Talk For The Sweet Tooth

Their packaging had to do more than hold doughnuts, it holds memories. They leaned into their Miami roots, infusing their design with the vibrant energy of the city. Every detail, from the shape of the boxes to the messaging inside, was crafted to reflect their heritage. They also ensured that their packaging was practical and sustainable, making it as functional as it was beautiful. The result? A brand presence that starts before the first bite and lingers long after the last.

05) Verbal Identity

Sweet Talk That Feels Like Home

The words they chose for their packaging were just as important as the design. They wanted their customers to feel like they were hearing from an old friend, someone who has been part of their sweetest memories for decades. Playful yet refined, their messaging reinforces our commitment to quality. Phrases like "A Miami Icon Since 1947" and "Made Fresh, Loved Forever" connect past and present, reminding customers that great taste never goes out of style.

06) Visual Identity

A Sweet Dish For The Eye Too

Visually, our packaging had to be instantly recognizable yet feel like a fresh take on a classic. They embraced a retro-modern aesthetic, using bold red, creamy white, and playful pink hues that evoke both nostalgia and indulgence. The signature stamp, "A Miami Icon Since 1947," adds authenticity, while custom illustrations of doughnuts and coffee cups bring warmth and personality. Their packaging isn’t just a container; it’s an invitation to experience Velvet Creme, bite by delicious bite.

In the end, their packaging became more than a box. It tells their story, honors their legacy, and makes every treat feel like a special occasion. Because at Velvet Creme, it’s not just about what’s inside—it’s about the experience of enjoying it.