Arnott’s Farmbake case study | Dow Goodfolk, brand strategy, identity, packaging and digital design agency
Dow Goodfolk
Dow Goodfolk
Farmbake Brand House Illustration

Stopping the Cookie Crumbling.

Arnott’s Farmbake biscuits weren’t doing so well. The (expensive to make) packaging was looking tired and competitors were getting an edge. Our research told us that people liked their bikkies ‘homemade’ and ‘just like mum’s’. Starting with this thought and working closely with the production team at Arnott’s, our design thinkers modernised the bag, while making it more ‘homemade’. We also made sure the new bag cost less. Nice. Good design can solve a business problem – reduce packaging costs – and make people love the brand again. But only when the thinking’s right, and true to what customers really want.
FarmBake fresh baked cookies photography FarmBake group lineup packaging

“Dow did a fantastic job of evolving the Farmbake design - creating stronger brand/range connectivity for on-shelf impact, enhancing the appeal and modernising it whilst retaining key elements of the brand’s identity that consumers connect so strongly with. The new design truly reflects the Farmbake ‘Taste of Home’.” 

— Anna Antunovich Senior Brand Manager


Result: Sales volume lifted from -6.6% to +5.8% even when putting the price up!