Marie Duo

Scope

Naming
Packaging Design

Marie Regal is one of Indonesia’s most familiar biscuit brands, with a strong heritage built around its simple, recognizable Marie biscuit.

Marie Duo was developed as a new product inspired by that established favourite, bringing a more indulgent and contemporary experience to a familiar biscuit format.

JED Creative was brought in to develop the name and packaging, with the challenge of creating something that could benefit from the equity of Marie Regal while still establishing a distinct identity of its own.

The name Marie Duo captures the product concept in a simple and memorable way, while the packaging uses a bold, contemporary visual language to differentiate the new product from the traditional Marie range.

The design balances familiarity and novelty. Recognizable brand cues help establish a connection with Marie Regal, while stronger graphic elements and appetising product imagery communicate the new experience.

The result is a packaging system that introduces a new expression of a familiar favourite, designed to feel recognizable enough for existing consumers, yet fresh enough to attract a new generation.