2022 Winner

Many Canadians equate gluten-free foods with being dry, dense and bland. However, Woah Dough prides itself on changing the gluten-free game. In fact, the brand’s name, logo and packaging were inspired by its consumers’ enthusiastic reactions to its products. To carry over that same “Woah!” reaction to its identity and design, the brand’s rectangular packaging – created by Leo Burnett – features a playful white exclamation mark displayed against a pop of colour, with each colour designated
to a specific flavour.

The exclamation point is incorporated into the Woah Dough name, with the words atop one another and the two “O”s forming the punctuation mark. The functional insert that holds the frozen dough is also shaped into an exclamation point, helping users to make the perfect-sized cookies, with the dot at the end of the punctuation mark doubling as a measuring tool to portion exactly 12 dough balls.

Credits

President: Ben Tarr

Group Creative Director Design: Man Wai Wong

Designer Director: Dejan Djuric

Group Creative Director: Morgan Kurchak

Chief Creative Officer: Lisa Greenberg

Chief Creative Officer: Steve Persico

Account Executive: Sheana Bow

Account Director: Danielle Iozzo

Director Print Production: Gord Cathmoir

Creative Coordinator: Alexandra Tikhonova

Chief Strategy Officer: Tahir Ahmad

SVP, Head of Account Management: Natasha Dagenais

Senior Developer: Dan Purdy

Print Producer: Kevin Stephen

Director Creative Technology: Felix Wardene

miketjioe.ca

Photographer: Mike Tjioe