Felicidad Bakery Believes Happiness Is For Everyone

by Shawn Binder on 01/13/2021 | 3 Minute Read

Every day is a celebration thanks to the branding for Felicidad, a bakery that specializes in ready-to-bake cookie dough. The bold yellow utilized throughout the design is warm and approachable while still being visually arresting.

The dots used throughout the packaging are festive and fun without making the brand too youthful. Perhaps the most attractive part of the design is the smile made up of two eyes and a nose, a friendly reminder that sometimes a good cookie can cure a bad day.


Felicidad is a bakery that offers cookies and ready-to-bake cookie dough. Since the beginning, their creators wanted to offer their products with a simple yet strong message: happiness is for everyone. But, if we all have different perceptions of happiness, how can we, as designers, make Felicidad relevant for all. 

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We took the challenge personally and asked friends and family about what made them happy. Answers were all over the place, but there was one common trend: Happiness lies in the small things of life. We created a simple and powerful brand identity that reminds Felicidad’s clients that happiness is found in the little things.

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We created cookie packages that include a list of things that made people happy. The recipe for the creative process combined a pinch of nostalgia, lots of primary colors, and some baking of memories from childhood. As a result, Felicidad’s brand identity is contagious, just like happiness.

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