COOL DOWN / Studio concept

Keep your cool.
Toast your waffles.

COOL DOWN is a frozen protein waffle concept. We created the name, identity, pack copy, and cartons for Homestyle, Blueberry, and Cinnamon Swirl.

See the thinking

Blue COOL DOWN Homestyle concept carton with yellow lettering, a coral flavor label, and a syrup-covered waffle on a fork.

The challenge

Make protein waffles look like a breakfast you’d look forward to.

What we made

Positioning, naming, identity, pack copy, carton artwork, and packaging for three flavors.

COOL DOWN / DESIGN DECISIONS01 / 05

The idea

Breakfast with
a little less pressure.

COOL DOWN links the freezer aisle with the cool-down after exercise. The name suggests easing off, which led to “Keep your cool. Toast your waffles.”

We led with the waffle and its toppings, then gave the protein callout a clear place beside them. Breakfast should look good before you read the benefits.

The identity

Big, soft letters.

The big, rounded letters give COOL DOWN a relaxed feel. Blue and yellow make the name hard to miss.

We kept “Protein Waffles” in white so the product is easy to read beneath the name.

Soft shapes. A bold blue and yellow base.

The packaging

A breakfast you can picture.

A waffle on a fork, with syrup dripping from it, makes breakfast easy to picture. The name, flavor, protein, and pack count stay easy to find around it.

The name repeats on the top and side. The back holds the brand story and product details, and the folding view shows how it all fits on the carton.

Scroll to see the carton fold into shape.

The range

Three ways to start breakfast.

The blue box and yellow name stay the same. Coral marks Homestyle, purple marks Blueberry, and orange marks Cinnamon Swirl.

The waffle images change too, so the flavor is shown as well as named.

The freezer

Through the freezer glass.

Blue and yellow connect the cartons in the freezer. The flavor labels and waffle images help separate them.

Can you read the product and find your flavor through the glass? The freezer mockup gives us a way to check.

Illustrative freezer mockup.

COOL DOWN / Carton layout

Every panel
has a job.

The front gets your attention. The other panels explain the product and how to prepare it.

COOL DOWN / Homestyle / Carton artwork concept

At the front

The wordmark, product name, flavor label, waffle imagery, and supporting badges.

Around the carton

The name on the top and side; the brand story, preparation, and product details on the other panels.

COOL DOWN / The three flavors

Keep your cool.
Find your flavor.

Blue COOL DOWN Homestyle protein waffle carton with yellow lettering and a coral flavor band. — 01 / HomestyleCoral flavor label.

Blue COOL DOWN Blueberry protein waffle carton with a purple flavor band and blueberry waffle image. — 02 / BlueberryPurple flavor label.

Blue COOL DOWN Cinnamon Swirl protein waffle carton with an orange flavor band and cinnamon waffle image. — 03 / Cinnamon SwirlOrange flavor label.

Shared across the range

Blue carton, yellow wordmark, white product name, badge positions, and front layout.

Changes with the flavor

The flavor name, colored label, and waffle imagery.

COOL DOWN / Homestyle, Blueberry, and Cinnamon Swirl / Packaging conceptsBack to the thinking

COOL DOWN / Freezer mockup

In the freezer.

Illustrative Target frozen breakfast display showing COOL DOWN Homestyle, Blueberry, and Cinnamon Swirl cartons together among other waffle brands — COOL DOWN / Freezer mockup · Illustrative concept.Back to the thinking

Next projectPLUMP — Frozen gnocchi

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Keep your cool.Toast your waffles.