Designer • Marketer • Teammate • Leader
Cookies with Character
Size
1-5 Employees
Location
Remote
Client
Kooks, Small Batch Cookies
About
Kooks, Small Batch Cookies is a husband and wife–owned brand that brings playful personality and West Coast energy to the cookie aisle. I partnered with the founders, former clients launching a new personal venture, to concept and build the Kooks brand from scratch.
From naming to narrative, I developed a full brand identity that included the logo, visual system, tone of voice, packaging direction, usage guidelines, and a custom cookie character at the heart of the brand. Every element was crafted to reflect the laid-back charm and bold flavor of the product. The result is a cohesive, standout brand with strong shelf presence and room to grow.
Kooks is built around a playful, West Coast-inspired personality that brings warmth and approachability to the small-batch cookie market. The brand identity centers on a custom cookie character that adds charm and memorability, paired with a warm color palette and clean, modern typography.
The visual system reflects the founders’ handcrafted, authentic approach — balancing boldness with simplicity to create strong shelf presence. A carefully crafted tone of voice complements the visuals with lighthearted, clever messaging that connects with a community seeking quality and personality.
The full brand kit includes logo, color palette, typography, packaging direction, and usage guidelines, designed to ensure consistency and flexibility across all touchpoints as Kooks grows.