Mary Macleod’s Shortbread Redesign

11/10 2020

Always bake happy and always use butter. Those were Mary Macleod’s only rules when she opened Canada’s first shortbread bakery back in 1981. Nearly 40 years later (AKA now), I was honored to work on this stunning redesign with the Mary Macleod’s team and the buttery design brilliance of Brandarella.

Meet the Brand

Mary Macleod’s Shortbread is something to behold. These hand-shaped, all-butter cookies come in a small but mighty variety of flavors, including Mary’s signature Chocolate Crunch and gluten-free options. Even though the brand’s founder and namesake passed away in 2016, her commitment to exceptional quality, handcrafted cookies and joyful resilience still thrives in this beloved Toronto bakery. You can read more about Mary here (new website coming soon!) and meet Mary’s daughter-in-law Sharon, who now runs the business. Mary Macleod’s is and always was proudly woman-owned, and now I couldn’t be prouder to be part of the team.

Photo Credit

What We Did

Mary Macleod’s was long overdue for a makeover, and the timing was perfect as the brand prepared to launch in the U.S. The old look felt stale and holiday-centric with a bold red color and traditional copy without much personality.

(Previous packaging)

Brandarella and I first worked to create a series of strategic design directions and landed in a place of “everyday elegance.” We wanted to look like the Tiffany & Co. of cookies, but eat like the cookies your grandma used to make. After all, Mary was a tough but tender grandmother who baked to support her family and bring sweetness to the world.

The new design’s light blue color, gorgeous gold foiling and custom patterns are a breath of fresh air for this irresistible family brand. The cookies shine as delicious, buttery heroes on the front-of-pack, and the copy is a mix of strength, polish and cheeky hits of wit.

Available NOW at Gelson’s Markets and Macy’s Online

Mary Macleod’s Shortbread in our beautiful new design is now gracing the shelves of California’s Gelson’s Markets and Macy’s nationwide website with more retailers coming soon. You can also buy online at MaryMacleod.com (perfect for holiday gifting!).

Keep an eye on my blog for future news and updates, including the new website launch announcement and brand positioning work. And in the meantime, buy some shortbread and read this epic article about Mary Macleod’s published Toronto’s top newspaper last week. ๐Ÿ™‚