Friendship is a new brand which uses recycled spent grain from Molson Coors Brewery in order to produce cookies. This product will be available in Selfridges because they sell products that are more expensive. Considering the nutritional facts, the product istargeted at individuals that prefer a healthier product because it is rich in fibre and protein. A series will be available and this will consist of five cookie tins. Each one of these tins has a pattern which represents the cookie’s flavour. The design direction reflects a more expensive product but it is minimalistic and it hasn’t got a lot of text on it. The consistency has been kept and this makes thebrand stronger. A high-end aesthetic had to be maintained, therefore the typefaces have been carefully chosen.