Oreo Minecraft
The Opportunity
Oreo is the world’s most playful cookie — and it defends that crown by teaming up with culturally iconic partners each year. For this campaign, the brand joined forces with the upcoming Minecraft Movie, creating a unique opportunity to bring two globally loved icons together.
The challenge? Unite Oreo’s famously round design with Minecraft’s unmistakably blocky aesthetic — in a way that felt fresh, collectible, and fun across multiple European markets.
Services
- Cookie Design
- Limited Edition
- Packaging Range
- Brand Collaboration
Our Approach
Our brief was twofold: craft a visual identity that merged both worlds across four bespoke cookie embossments and limited-edition packaging — and make the partnership feel as immersive as possible.
We developed a bespoke, block-inspired iconography style, bringing fan-favourite icons to life in cookie form. Despite the strict technical constraints of embossment design, we created cookies that felt desirable, collectible, and true to both brands.
THE WORK
Working alongside Saatchi & Saatchi, we took the cookies one step further — making them scannable and unlocking an interactive AR world for fans to explore. For the packaging, the brief was just as ambitious: celebrate the cookies, hint at the upcoming film’s storytelling, but do it all without access to the movie’s plot.
We leaned into Minecraft’s core visual language and landed on a portal device — a cinematic reveal moment to showcase the product. A perfectly integrated Creeper gave us a familiar, playful sign-off within the brand’s licensing constraints.
The Outcome
The final identity feels playful, cinematic, and full of discovery — as if the Minecraft world is breaking through into reality. An iconic collaboration, brought to life with energy, precision, and pixel-perfect creativity.
