Michael’s Cookie Jar
Brand Identity, Environmental Graphics, Marketing Collateral, Messaging, Packaging, Signage
In Brief
Michael’s Cookie Jar has been baking and serving delicious, chef driven cookies in the local Houston area for the past 14 years. With three locations and a swelling delivery business, Michael’s Cookie Jar sought our help in a rebranding initiative that could create unity in the variety of applications it was used as well as emphasize the fun inherent in fresh, oven baked cookies.
More coming soon!
Scope of work
- Logo and visual identity system
- Messaging
- Marketing collateral
- Packaging
- Signage
- Environmental Graphics
Cookies are simply fun. As an adult, eating cookies should be one of the highlights for any day of the week.
However, fun doesn’t mean shirking on quality. We wanted potential customers to understand that Michael’s Cookie Jar offers chef-driven quality and a great experience, but isn’t stuffy or precious about it.
📸 by Russell Van Kraayenburg / Courtesy Michael's Cookie Jar
With the new packaging for Michael’s Cookie Jar, we sought to create the excitement and childlike wonder of both giving and receiving fresh baked cookies. The brand we built in general was designed to feel both nostalgic and timeless. The style was expanded to the bakery’s custom packaging with using the “m” from the logo to create the “mmmmm” that wraps each box—becoming both decorative and a message for the tastiness within. The design is also included on the tissue paper that lines each box.
📸 by Russell Van Kraayenburg / Courtesy Michael's Cookie Jar
A sunny color palette was used to demarcate each size box available, and also to make each feel like a gift—whether presented solo or as a set. The boxes work great when not in use stacked on full display in the bakery and entice in-store visitors.
From an operational standpoint, Michael’s Cookie Jar sought to grow their sales of shipped/delivered web orders to augment their already established retail locations. In comparison to the much more corporate nationwide competitors in this space, Michael’s Cookie Jar would lead with interesting flavor combinations and personality—front and center.
We crafted messaging that is playful while emphasizing caring, both in ingredients and baking, but also in the innate impulse to share with those around us. The tone we were after was modern with a familiar classic character, and just the right amount of eccentricity and sprinkles.