Chef Pierre muffins, made by Sara Lee Frozen Bakery, are products for K-12 and healthcare environments.

The design direction of the updated identity and packaging aim to grab the attention of a younger audience while setting the brand apart from its competitors. The fun, muffin-shaped wordmark, complete with a chef’s hat and mustache, pays homage to the brand’s heritage. Oversized fruit illustrations, inspired by James and the Giant Peach, bring a nostalgic, comforting feel, while a textured whole grain element adds a subtle nod to the wholesome goodness of the product.