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Woah Dough
"Woah Dough "
Leo Burnett Toronto
"Woah Dough "
Leo Burnett Toronto
When the team at Leo Burnett tasted its client’s gluten-free cookie dough, the first word that came to mind was “Woah.”
Believing the product was better than even the regular, gluten-filled dough of competitors – a revelation given that many people don’t think highly of gluten-free options – the agency and client embraced this element of surprise, calling the brand “Woah Dough.” A wordmark was then created that embraced that feeling through a hidden exclamation mark, as well as letterforms that are rounded on the outside and straight on the inside – a nod to the action of slicing through cookie dough.
The juxtaposition of straight and rounded edges also gave the identity a mix of contemporary and traditional elements.
Believing the product was better than even the regular, gluten-filled dough of competitors – a revelation given that many people don’t think highly of gluten-free options – the agency and client embraced this element of surprise, calling the brand “Woah Dough.” A wordmark was then created that embraced that feeling through a hidden exclamation mark, as well as letterforms that are rounded on the outside and straight on the inside – a nod to the action of slicing through cookie dough.
The juxtaposition of straight and rounded edges also gave the identity a mix of contemporary and traditional elements.
Credits
Agency:Chief Creative Officer: Lisa Greenberg
Creative Director Design: Man Wai Wong
Design Director: Dejan Djuric
Group Creative Director: Morgan Kurchak
Head of Strategy: Tahir Ahmad
Strategist: Ally Dwyer-Joyce
Account Supervisor: Sheana Bow