Conceptual Brand Loosey-Goosey Shares The Story Of The Unsung Baking Hero

Baking powder is often the unsung hero of baking. Yet, because it contains both the base and acid needed for the product to rise, it's an essential ingredient when cooking.

Enrique Puerto & Adrià Tañà created the packaging for Loosey Goosey, the gorgeously designed baking powder brand. Essentially, the packaging design was broken down into two elements: emotion and senses. These two elements are found through the elegant illustrations and color story on each aluminum can. Not only are the packaging designs gorgeous, but the eco-friendly design system ensures that the packaging can be repurposed flawlessly.

Today we are going to tell you, from the beginning to the end what a bad day is like.

Bad days are those where everything feels more nostalgic. When you don't crave your favorite breakfast and when your lower back hurts from so much stress. Those days where you just want time to pass faster so you can get home to be all Loosey-Goosey and pamper yourself as only you know: eating something you love, something delicious, light, and fluffy. Not only eating it but also being able to prepare it easily and simply, just like magic.

These are the baking powders that magically ended a bad day.

Packaging & Visual Identity.

Like most stories, baking powder brands tell tales from beginning to end; but ultimately you have to read to all info to get the whole idea. This inspired us to create a structure where illustrations on the packaging deliver that story through separated sections, like little crumbles that generate a whole entity. Using that as a metaphor for learning step by step, like a recipe.

The illustrations are always split conceptually into two elements, the first is about emotions, and the second is about senses; those define different stories and different ingredients.

Loosey-Goosey is made thinking in people but also the environment. Both aluminum packaging and paper labels are 100% recycled and recyclable. But the ecological value does not end in the materials used, Loosey-Goosey's packaging has been designed to be as beautiful as possible, to be reused at home, as a decoration, or as storage, to become the new cookies aluminum boxes where our grandmothers used to save their sewing material.