Creative Oreo Brand Guidelines

There’s always been something a little magical about the Oreo cookie. With its dark chocolaty wafers and cream filling, it easily stands apart from the crowd. So it should come as no surprise that the guide that Nabisco published to outline its branding guidelines is no mere binder. Instead, it looks for all the world like an enormous, 14-inch Oreo cookie! The extra treat inside? A mysterious binding technique that keeps everything neatly together.

Creative Oreo Brand Guidelines

The first thing that hits you about this book designed by Nabisco’s in-house team and offset printed CMYK by Sandy Alexander is just how much it looks – and feels – like a giant Oreo; you half expect your hands to come away with the familiar black crumbs those cookies leave behind.

Creative Oreo Brand Guidelines

Contributing to that realism are the super-thick covers made from Eclipse Black 80 lb. Neenah Royal Sundance Cover [Get Swatchbook!] mounted to paperboard, mimicking the chunky nature of Oreo wafers themselves.

The uncoated paper’s surface is blind embossed with the Oreo logo and trademark outer ridges, as well as the dots, dashes, florets and other textures that make the cookie so unique.

The White coated pages between the covers – 100 lb. Sappi McCoy Text [Get Swatchbook!] – further the cookie illusion, resembling that famous creamy middle. In fact, the mammoth proportions of this piece, combined with the fine level of detail, can make you feel like a shrinking Alice in Wonderland confronting a real Oreo cookie 😉

Creative Oreo Brand Guidelines

Impressive as all this is, the real magic comes when you open the book. Rather than flipping up as expected, the front cover actually pivots out of the way like a peephole cover to reveal the page beneath. As it turns out, all the pages turn this way, with information easily findable thanks to rounded die-cut tabs – printed on 120 lb. Sappi McCoy Cover – that spell out what each section contains.

So…how exactly did the wizards at Sandy Alexander pull off this delicious binding miracle? You guessed it: our old friend Chicago screw binding. [Check out our PRO Guide to Chicago Screw binding!] A hole was drilled through one edge of the pages, and then an aluminum post was slipped through the hole, capped off with a slotted cap screw. In this case, the binding was concealed by those extra thick cookie covers. Front or back you can’t see so much as a hint of it – ingenious!

While Chicago screw binding turned out to be a perfectly scrumptious way to keep the pages of this unique book neatly together, there are many different binding options available to you today. Discover 12 of the most popular, including relative costs and benefits, in our free Binding Cheat Sheet. Download yours right now!

Project Details

Title Oreo Brand Guidelines Book Client Nabisco Design Nabisco in-house design team Print Printing: Sandy Alexander Paper Covers: Neenah Royal Sundance Eclipse Black Felt
80 lb. Cover mounted to paperboard;
Pages: Sappi McCoy 100 lb. Cover;
Die cut tabs: Sappi McCoy 120 lb. Text

Production Details

Dimensions 14” diameter Print Quantity 5,000 Production Time 4 weeks Number of Colors CMYK Finishing and Binding Blind emboss, die cut, Chicago screw binding (concealed)
  1. Ryan Rice 3 years ago

    This is stunning! I don’t eat Oreos but I’d love to have one of these. What a creative use of embossing and brand incorporation.

    • Author
      Aaron 3 years ago

      High praise indeed, Ryan 🙂

  2. Michael K 2 years ago

    Brilliant! But I’d love to know how they concealed the Chicago screw on the covers. Is there a hidden flap somewhere???

    • Author
      Aaron 2 years ago

      Great question, Michael! The base cookie with Chicago screws is concealed by additional layers (with the actual cookie emboss) that were laminated on top. Hope that helps!

  3. Branda 2 years ago


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