To inspire our narrative, we delved into the brand’s rich history, a journey that begins with the original chocolate chip cookie recipe that Ruth Wakefield created in 1930 for the Toll House Inn in Whitman, Mass. We explored the brand’s archives and pored over online resources of vintage artwork to unearth early packaging executions and advertisements that would help us tell the story of the brand’s place in American culture from World War II to the present.

We developed a 75th Anniversary Logo reminiscent of the original Toll House Inn sign, and utilized foil printing, embossing and beautiful finishes to create two truly collectible keepsakes worthy of the brand’s commitment to care and quality. Our design celebrates the brand’s unique heritage in panels that showcase rich nostalgic baking moments while affirming the powerful role Nestlé Toll House continues to play in today’s busy households.

The tin’s copy also highlights the Nestlé Toll House legacy. The logo informs shoppers that the brand is “Celebrating 75 Years Baking the Very Best,” and a stamp tells them that it has been around “since 1939.” Other text elements reference the brand’s devotion to quality and remind us that its “Real semi-sweet chocolate” is “An American Favorite.”

Our commemorative tins gave Nestlé Toll House a unique opportunity to catch consumers’ eyes with a bold, new structure while also relaying its deep, rich brand story through finely crafted period pieces. These unique commemorative designs livened up stores’ baking shelves and generated a great deal of excitement among retailers. And for consumers, we gave them a valuable keepsake and storage unit that will ensure the brand is in home bakers’ hearts—as well as their kitchens—for years to come.