For the logo removed extra details that created visual noise, switched to a vintage-inspired typeface, and made the colors more contrasty so the it feels stronger and more aligned with the brand’s nostalgic personality.We also softened its shape, rounded the features, and made the dog feel more friendly and recognizable.
For the box, we used a macro photo of the cheesecake bar cross-section. We also added a large-scale embossed logo with a gloss finish to emphasize the product’s premium positioning and strengthen brand recognition. A color-coded system helps customers differentiate between flavors.
The overall visual direction was inspired by the nostalgic, vintage character which we conveyed through a slightly muted palette of bright colors and creamy background.
PROCESS
Laika is a Texas-based dessert and coffee brand specializing in gourmet cheesecakes. The project included a logo refresh and the development of retail packaging for a new cheesecake bar product.
ABOUT
old logo
new logo
The old logo looked outdated and didn’t match brand’s nostalgic personality. Laika is a dog in space, but customers would often confuse it with other animals.
The bakery also introduced a new cheesecake bar that was intended for distribution in local stores.
The goal was to develop packaging that would translate the existing brand identity into a retail format. It needed to look appetizing, reflect the quality of the product, and create a clear system for differentiating multiple flavors in-store.
Challenge
PACKAGING
Laika cheesecakes
CLIENT PROJECT
LOGO REFRESH
PACKAGING
Laika cheesecakes
CLIENT PROJECT
LOGO REFRESH
At first, we focused on making the packaging resemble the cheesecake bar through detailed topping photography. While appetizing, the concept left little room for clear branding and lacked Laika’s playful personality. The neutral palette also made it harder to stand out in the colorful frozen section, so we moved toward bolder typography and color choices.
WHAT didn't work
After the project was completed, the client requested an additional design for a four-bar box. We created a bold, vintage-inspired package with playful typography, vibrant colors, and a large product image to make it stand out in the frozen section.
last minute changes
polina.pavlinina@gmail.com
