Cookies & Cream
- Branding & Identity
Chip NYC is a Queens-originated cookie shop known for the large, gooey cookies and creative flavors that helped them go viral. With their first Manhattan project on the horizon, we were tasked with evolving their existing artisanal aesthetic into a more lively and contemporary brand that reflected their young social-media-driven audience and creative offerings.
While we loved the homemade, fresh-baked quality of the original brand, we wanted the Chip identity to feel a bit dreamier and a whole lot more enticing. Using their product as the starting point, we started to develop a visual identity that felt as gooey and creamy as a Chip cookie. The cloud illustrations came from an examination of the cookie’s profile. Known for their lumpy form and characteristic center bump, we realized that, from the side, a Chip cookie looks like a cloud. That realization came to serve as the driving force behind the brand’s dreamy personality. Using warm colors and vintage type systems, we injected the brand with a certain sense of nostalgia. After all, who doesn’t love a cookie?