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Creating a brand of generous and delicious gluten free cookies.


A startup approached us to create their brand for their generous gluten-free biscuits, with packaging as the primary and only channel. Despite being unable to consume gluten, many people still enjoy indulging generously. Therefore, our focus was on crafting generous stories featuring imaginative characters.

Consumer goods
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The bakers came to Bowling with nothing more than a bag full of cookies and a name. Bring us cookies, and you have our attention. People that can’t eat gluten still love to eat generously. So we focused on creating generous stories on the packaging. Every cookie has a character and witty backstory. ‘Syvain Speculoos’ and ‘Charlotte Chocolat’ are just 2 of the Generous family. The Generous side of the characters come out by making the box a little gift featuring a ‘from-to’ label.

The distinctive nature of the brand got a lot of attention when it launched. It got picked up by magazines and food blogs. This meant the cookies got on the preferred shelves in the segment of stores.

And the characters allowed the cookies to live their lives as it happens. During winter seasons, Sylvain Speculoos got into the famous Sinterklaas outfit, and any other occasion allowed for something new on the box. All of it is keeping the product exciting and on the shelves.

The thing about the Generous people is that they always gave us cookies. Every so often in the bakery, a cookie breaks and is not suited for packaging. These cookies were perfect for eating; we know that because we ate heaps of them.

Sometime later, we got the idea not just to eat them but to also toput them to some use. We decided to create the Generous box. This box adorned with the endearing and happy characters would serve as proof of the brand's personality. Now and then, Generous could deliver a box of these broken cookies to an organization that also handles people with love. A small school, a seniors' residence, an entrepreneur with a kind and loving project. With this, we had a unique storyline for our social media:generous stories.

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