CRUMB: Brand Identity, Packaging

CRUMB is more than a cookie — it’s a culture. This bold brand was developed as a punchy, irreverent response to cookie traditionalism. Designed for a new wave of snackers who want indulgence with edge, CRUMB leans into maximalism, nostalgia, and street-style attitude. From the saturated palette to the graffiti-adjacent flair, this brand is made to scroll-stop — and stick. Design Strategy Primary Logo The logotype is chunky, loud, and built to live big on packaging, merch, and social. The exaggerated curve beneath echoes frosting drips or a cookie bite, giving the brand motion and flavor. Alternate Logos Playful variants add versatility: a retro brown-on-tan treatment gives old-school diner energy, while the graphic mascot version ties into sticker culture, collectibles, and streetwear branding. Mascot Design A walking milk carton (with a striped straw) introduces a nostalgic-but-modern character designed for Instagram Reels, packaging inserts, or animated content. It adds personality and ownability. Typography Custom-modified, graffiti-adjacent letterforms give the mark weight and personality — they're unpolished in the best way. Paired with clean retro sans for versatility. Target Audience Alignment This brand directly appeals to: Young foodies and trend-savvy snackers People who buy treats because of the vibe as much as the flavor Social-first customers who value personality, design, and humor Color Palette The colors are unapologetic and high-contrast: ED2C6B — Loud pink for attention-grabbing impact FAE9CD — Soft vanilla beige for balance 4B2D12 — Deep chocolate for warmth and richness E9E612 — Neon yellow for flavor-forward flair Golden crumb tones used as texture elements Visual System The design system pulls from: Summary CRUMB reimagines cookies as statement snacks. The identity is scroll-stopping, indulgent, and deliberately extra — a perfect match for a brand that wants to stand out on-shelf, on-feed, and in-hand.