NY Cookies approached our studio with a need to rebrand. Their main concern was that their logo did not make them feel like a New York cookie company and their branding was nonexistent, making it harder on them to build ideas for marketing and social media as they had no direction.

My aim was to take this problem and come up with a solution that not only solves the current issue but also gives them runway and a foundation of creative direction for future projects.

For New York Cookie Co, my goal was to create a logo and brand direction that captured the essence of the brand—modern, yet rooted in the rich tradition of artisanal baking. I focused on balancing a clean, contemporary aesthetic with nostalgic elements that evoke warmth and authenticity. I designed a clean, rounded font to convey a sense of approachability, cake like and fun, while incorporating an iconic element—the Statue of Liberty—to anchor the brand in its New York roots. The goal was to blend contemporary design with a touch of tradition, reflecting the company’s commitment to quality and craftsmanship. Through this approach, I crafted a visual identity that feels inviting, memorable, and uniquely representative of the city’s character and energy.

By incorporating the Statue of Liberty and using a clean, rounded font, the brand's identity feels both modern and rooted in tradition, reflecting the company’s values of quality and craftsmanship. This approach not only defines the visual identity but also establishes a strong framework for future projects. From social media posts to packaging design, the brand now has a clear direction for how to use typography, colors, and tone of voice to communicate consistently with its audience. The new branding allows New York Cookie Co. to express itself with personality, inviting customers into an experience that’s as enjoyable and memorable as the cookies themselves.