Marie Callender's Branding and Packaging Concept
When Marie Callender (a real person!) launched her pie-making venture in the 1940s, it was a small operation in Orange, California. Her initial output was ten pies per day at 90¢ apiece, and her son Don made local deliveries by bicycle. The folksy charm of these humble beginnings inspired the redesign of the logotype and packaging suite, including universal large and small bakery boxes and stickers to identify the flavor of the pie inside.
Patterned paper is Ebony's Pattern Wrapping Paper by Snow & Graham.
Illustration and Lettering