More than cookies. A whole brand experience.

Batch Boys was created by the team behind La Gourmand, a Toronto institution known for its iconic cookies and more than 15 years of history.

For the launch of this entirely new brand, the goal was to build a packaging system that felt completely different from La Gourmand while still matching the quality of the product inside.

The Batch Boys identity was built around a playful “bad boy” concept, a crew of cookie thieves who stole the secret recipe and created a brand of their own. The client came to D Merchandising with the visual direction already established, and our role was to bring that world to life through premium, highly customized packaging.

Every piece needed to feel bold, intentional, and consistent with the Batch Boys story while still delivering the durability and quality expected from a premium food brand.

The project presented two major challenges: timing and engineering.

Batch Boys was preparing for launch, which meant the entire packaging collection needed to move from concept and sampling into production within a tight timeline.

The larger challenge, however, was the cookie box itself.

The client needed a box that could hold six oversized cookies measuring approximately five inches in height. A standard cookie box would require the cookies to lay flat, but that did not fit the experience they wanted to create.

Instead of sourcing an existing solution, D Merchandising had to physically design one.

We engineered a custom insert system that allowed all six cookies to stand upright inside the box. The upper insert was intentionally offset by approximately ¼ inch from the lower insert, allowing the two pieces to hold each cookie securely in position and prevent movement during handling and transport.

It turned a traditional cookie box into a completely custom packaging structure designed specifically around the product.

D Merchandising developed and produced a complete packaging collection for the Batch Boys launch, including:

Custom six-cookie rigid box Engineered internal insert system allowing oversized cookies to stand vertically Custom CIS gift bags produced in Batch Boys’ specified Pantone colours Single-cookie influencer boxes designed for PR and creator gifting Custom single-cookie sleeves for individual purchases

Each piece was designed to work within the same visual world, ensuring that whether a customer purchased one cookie, a full box, or received an influencer package, the Batch Boys identity remained consistent throughout the experience.

D Merchandising took the Batch Boys packaging from existing brand artwork to a fully realized physical collection.

The finished system gave the new brand packaging that felt as original as the concept behind it, combining premium materials, custom Pantone production, and a completely engineered cookie-box structure that did not previously exist.

Most importantly, the packaging was developed around the product rather than forcing the product into an existing packaging format.

A brand-new concept. A packaging structure that didn’t exist. Engineered, sampled, and produced specifically for Batch Boys.