NEW YORK COOKIE CLUB

The brand’s identity is rooted in a mix of classic New York charm and a fun, modern edge. Inspired by vintage food mascots and city culture, the design features playful illustrated characters, a warm yet vibrant color palette, and a typographic style that captures the energy of an exclusive but welcoming cookie club. Every detail, from the website layout to the packaging, reinforces the brand’s personality—inviting, nostalgic, and effortlessly cool.

The final brand direction successfully positioned The New York Cookie Club as a standout in the baked goods industry. With cohesive storytelling, engaging visuals, and a strong emphasis on community-building, the brand creates a sense of exclusivity without being pretentious. The launch included a highly visual e-commerce experience and a branded merchandise line that extended the identity beyond just cookies, making it a lifestyle-driven brand that resonated with its audience.