ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Typography

Woah Dough

Agency Leo Burnett / Toronto + Pak Factory / Markham

Client Woah Dough

Category

Package / Product

Annual ID

ADC101_TYP016B

About the Work

Our client makes frozen gluten free cookies, that when baked, don’t taste like gluten free cookies. Unless you have a gluten issue, you probably don’t think much about gluten free baked goods. But, our client’s gluten free cookie dough is f#(%ing amazing, even compared to a regular, full gluten cookie. In fact, the first time we tasted them, only word came to mind. And that’s what we named the brand and wanted to convey with the design. The Woah Dough logo was created to capture the feeling of Woah! by hiding an exclamation point in the wordmark. The hidden exclamation mark in also used on its own in packaging and other brand elements. The letterforms are rounded on the outside and straight on the inside to nod to the experience of sliding through frozen cookie dough. The juxtaposition of straight and rounded edges also gave our identity mix of contemporary and traditional elements. The exclamation point also houses the dough in the package and provides a built-in measuring tool showing how much dough to use per cookie.

2022 Awards

Total Points: 9

Credits

Agency

Leo Burnett / Toronto

Production Company

Pak Factory / Markham

Chief Creative Officer

Lisa Greenberg
Steve Persico

Group Creative Director

Morgan Kurchak

Photographer

Mike Tjioe

Account Director

Danielle Iozzo

Account Executive

Sheana Bow

Design Director

Dejan Djuric

Chief Strategy Officer

Tahir Ahmad

Creative Coordinator

Alexandra Tikhonova

Direct Print Production

Gord Cathmoir

Director Creative Technology Digital

Felix Wardene

President

Ben Tarr

Print Producer

Kevin Stephen

Senior Developer

Dan Purdy

SVP, Head for Account Management

Natasha Dagenais

VP Group Creative Director Design

Man Wai Wong

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