Crumbl's journey began with two crazy cousins, one store, and the pursuit of the perfect cookie. Since then, it has become an international fan favorite, attracting millions of likes and loyal customers. However, while rapidly scaling, Crumbl's identity lost touch with its unique personality.
The challenge: Breathe life back into the brand, making it as mouthwatering, vibrant, and sensory-rich as the cookies they're known for. Infusing every element with a clarified brand personality, we crafted delicious typography, dynamic imagery, and charming illustrations; all to ensure every customer interaction is delectable, from the first click to the last bite.

COMPLETED FOR CRUMBL AT TURNER DUCKWORTH NY W/ AIDA ELBARADEI, BREEHN SASAKI, SEAN O’CONNOR & RORY MCKINNON.

WORDMARK BY ALEC TEAR. TYPEFACE BY KILO TYPE. ILLUSTRATIONS BY BUCK. STILL LIFE PHOTOGRAPHY BY TED CAVANAUGH. STILL LIFE STYLIST EUGENE JHO.

CLIO AWARDS, SHORTLIST, BRAND IDENTITY, REFRESH. ADC AWARDS, MERIT HONOR, ILLUSTRATION: BRANDED IDENTITY/SERIES. BRAND IMPACT AWARDS, SILVER, CRAFT IN BRANDING: ILLUSTRATION.