PLUS – Koek
Get ready
for KOEK!
Taking over the stage
PLUS – Koek
The Challenge
PLUS wanted to refresh its ‘koek & cake’ range with a design that works across all packs—from closed to see-through—while standing out more on shelf and feeling consistent as one family.
Strategic & Design Approach
We flipped the thinking from product to emotion. Because koek isn’t just a snack—it’s a moment of joy. A little treat. A smile. That idea turned into one bold, simple move: “KOEK!” A shout, a surprise, a feel-good interruption right on pack.
Visual Identity
“KOEK!” takes centre stage, big and unapologetic. The ‘O’ becomes a cookie-shaped device that holds product info, while bold colours and mouth-watering photography bring energy and appetite appeal. The system is flexible, playful, and instantly recognisable across the entire range.
Results
The category feels alive again. More fun, more expressive, and impossible to miss on shelf. A clear, ownable design language that turns everyday koek into something you actually feel like picking up.
