Since MoonPie products rarely change, the challenge is finding creative ways to keep the brand visually fresh and relevant for both longtime fans and new customers.
The Challenge
With a legacy brand and stable product lineup, the packaging needed to honor MoonPie’s heritage while feeling modern and exciting. Each new design had to stand out on crowded shelves, appeal to a variety of retail audiences, and make fans want to collect, display, and share the products.
The Solution
The approach builds on the classic identity while exploring creative variations: special edition tins, anniversary collections, and customized designs for national retailers like Walmart and Cracker Barrel. Every piece—whether carton, tin, or display—balances nostalgia with contemporary design, keeping MoonPie playful, collectible, and visually relevant across multiple retail channels.
Ownership Notice: This project was created as part of my work with Whiteboard. All intellectual property rights related to this project are owned by Whiteboard. This portfolio entry is included for demonstration purposes only.