Biscuit maker Hellema’s iconic Smoeltjes (Faces) brand of biscuits recently celebrated its 25th birthday.

We at Creators Dock had the honour of restyling the biscuits’ packaging. Hellema’s wishes were clear: the new packaging should have an appealing, fresh, modern look, but should still be recognisable for the consumer. Importantly for Hellema, Smoeltjes are their favourite and much-nurtured brand of biscuits!

Small changes with maximum result

Reason why we tread carefully! But, with maximum result. How? By focussing on subtle changes in the brand logo and the colours used.

An added benefit of our restyling is that the new packaging appeals to adults also. The biscuit they loved as a child is now the biscuit that they love to buy.