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.