Wednesday, June 8, 2011

Brand Newish: Chips Ahoy!



I really don’t have much to say about either one of these. Neither was, nor is capable of engendering any sort of deep-rooted, fondly-felt brand loyalty. Which is a shame, considering chocolate chip cookies (even crumbly, sh*tty ones like these) are one of those things that we should store up tons of sentimentality about starting at an early age. It’s a missed opportunity to not weave a classic, distinct brand right into all that taste-bud driven nostalgia.

At least the old logo utilized some actual typography, and not some crudely drawn nonsense. Of course, that might just be my sentiment talking.


  1. Can we get a "neither" option?

  2. Funny you should mention that. I thought the same thing today. Something about "Neither" doesn't seem realistic to me though. Maybe a "Keep trying" option at least implies some action to take, instead of a cynical dismissal of both.

  3. Just found this at random. I think it's interesting that you picked this particular package, since it is the result of some seriously *in depth* consumer testing on the part of Chips Ahoy. There was a big article on the process in Brand Packaging magazine's last issue (July 2011) on neuroscience as it applies to packaging design, and this package was one of the examples.

    I think it's a good example of designing for a target market. It's easy for designers (well, it's easy for me, anyway) to design for ourselves. Our aesthetics and preferences are shaped by years of studying and practicing design. This is an assumption, but I'd wager that the majority of Chips Ahoy's target market isn't made up of discerning designers. ;)

    That doesn't mean that poor consumer taste is an excuse for bad design. What it means is that sometimes, we (designers) need to re-evaluate our definition of "good" design. Good design is about being efficient, effective, and—to paraphrase Mr. Rand—"making it work."