Cravings by Chrissy Teigen - packaging copy

The task

I paired up with the incredible Ash Zimiga at Slowdown Creative to help with a range of projects, including product copy and design for the packaging of two new products: the mixes for the Heavenly Coconut Key Lime Cake mixes and John’s Glorious Golden Cookie. As a Certified Dessert Person, I jumped at the opportunity.

Simply the zest

Who doesn’t love cake? With the technical copy covered (ingredients, instructions, nutrition facts, etc.), the Cravings team needed short and sweet vanity copy to take shoppers from “mmm, that looks good” to “I’ve gotta get it!”.

I leaned into Chrissy’s bubbly, quirky personality with puns and warm, welcoming language, and made sure to hit on the key product points: ease, speed, and a truly stunning end result (and flavor) that will have folks asking for the recipe at the first bite.

You’re golden, baby

To be honest, I’m more of a cookie gal - and John’s Glorious Golden Cookie Mix is right up my alley. This one took a slightly more sentimental note, with a sweet shoutout to her husband John Legend in honor of his EGOT status. Consider it a sweet, salty, and soulful love letter to good taste.