Smart cookie: Beurre & Sel mixes modern and retro

Beurre & Sel is the project of food critic, writer and chef Dorie Greenspan and her son Josh, and takes its name from their baked goods’ signature sweet and savoury mix of butter and salt. Beurre & Sel’s web and packaging identity, designed by Monument Partners, is bright and geometric, placing the product centre stage through clever modern details such as see-through containers.

The biscuits are stacked in plastic pop-top capsules that resemble tennis ball tubes. The brand’s flagship store on the Lower East Side keeps things playful with a pegboard wall design into which individual tubs can be slotted, producing a lively display of rainbow labels against white walls. Whimsical hues and label typography mimic the appearance of vintage French sweets. 

For more examples of how retailers are harnessing creative packaging to build an identity both in and out of store, see our Packaged Interiors microtrend.