Insomnia Cookies Put a Real Half-Eaten Cookie in Its Logo

What happened

Food & Beverage Magazine reports that the logo now uses a photo of a partially eaten chocolate chunk cookie with melted chocolate, replacing the illustrated “Cookie Moon”. The signature purple stays, paired with cookie-inspired browns, neutrals and accent colours. Heavy display lettering is balanced with serif and sans serif typefaces, and packaging and photography were redesigned.

The company also introduced a heated catering box, which keeps cookies warm for up to three hours and comes at no extra cost with the 50- and 100-cookie catering packs. The new look is rolling out across more than 375 bakeries in the United States, Canada and the United Kingdom. Founder and CEO Seth Berkowitz is quoted on delivering “warm, delicious cookies when people wanted them most”.

Why it matters

The new platform and the new box say the same thing: warm. The logo is the product, the line is the benefit and the heated box is the proof. That is a brand idea carried from the mark to the service.

What it means for your brand

• Tie the logo to the benefit. If your promise is warmth, show warmth. Read what makes a good logo.
• Back the line with something real. A heated box turns “always warm” into something customers can test. See brand refresh vs rebrand to decide how far to go.
• Keep one anchor. The purple stays. Our brand identity work starts by deciding what to keep.

Cover photo by Joshua Bedford on Unsplash.