Baker’s Dozen: structural packaging design

Our structural packaging design uses a close-packed hexagonal arrangement, adding one more egg to the traditional 12-pack, making it a perfect “baker’s dozen.”

I came up with the logo just last week: a typographic “ambiguous illusion” similar to the idea of the Baskin Robbins 31 Flavors logo. Although I do think there’s something a little more self-contained about a baker’s dozen being 13. I mean, someday Baskin Robbins might want to add or take away some flavors, but a “baker’s dozen” will always be exactly 13. (even if we don’t remember exactly why)

See also: our blog post on box vox about this project.