Speculaars leans hard into its cowboy cookie concept with packaging that looks more like a Western gift box than snack packaging. Designed by Preacher, the pink-and-black scheme is playful without feeling too kitschy, and the oversized slab serif typography hits that sweet spot between honky-tonk and high design.
The custom boot-shaped cookies get their own spotlight in illustrations that echo classic rodeo posters. It’s unapologetically niche, with packaging that makes you want to send a box to every friend with a sweet tooth and a little yeehaw in their heart.
