Craving Crumbs
Brand Identity · Packaging Design · Illustration · Social Media Content
About the Brand / The Challenge
Craving Crumbs is a small homemade bakery based in New York, best known for its chunky New York style cookies. Over time, their passion for baking led them to expand into Greek yogurt, granola, carrot cake, and marshmallow fluff.
While their products evolved, their visual identity never did. The brand lacked consistency across packaging and labeling, and the logo no longer represented the care and warmth behind each product. They wanted a super simple illustrated logo that felt handmade and endearing, something that reflected their personality while staying clean and timeless.
They needed a new identity that felt inviting, playful, and cohesive across all products while keeping cookies, their signature treat, at the heart of the brand.
My Role
I led the complete rebranding process, developing the new logo, color palette, illustration system, packaging labels, and content direction.
I also created the first social media visuals and photography concepts for the upcoming brand launch.
One of the client’s few non negotiables was that their logo had to feature a cat. They had always associated cats with comfort, warmth, and personality. My challenge was to create a design that honored that request but elevated it into something refined and functional.
The result was a simple illustrated mascot, a chunky chef cat hugging a giant cookie. The design balances friendliness and minimalism, hand drawn yet clean enough to adapt across packaging and digital use. The cat’s embrace symbolizes the heart of the brand, comfort, care, and homemade love. It immediately communicates warmth, trust, and the joy of baking by hand.
Roles:
Brand identity · Illustration · Packaging design · Label system · Photography direction · Social media content creation
Creative Approach & Visual Identity
The new identity celebrates the cozy joy of homemade baking. The design language is soft, tactile, and playful, mixing hand drawn elements with clean structure.
I focused on creating a visual world that feels comforting yet professional, cozy yet cohesive.
The color palette is inspired by ingredients, vanilla beige, toasted almond, and cookie blush, while typography remains simple and round, echoing the shapes of their baked goods.
Packaging & Content Creation
Craving Crumbs already had packaging for their cookies and yogurt, but each product looked unrelated. I designed a modular system of labels and stickers that works across jars, boxes, and containers, simple enough for small batch printing but flexible enough to grow with the brand.
Each product category has its own accent color, creating instant visual recognition. Cookie boxes are neutral and warm, yogurt jars have soft pastels, and granola bags use honey tones. The illustrations and type are consistent across all, bringing the line together into one cohesive collection.
To bring the refreshed brand online, I also designed the first round of social media content and photo direction. The imagery highlights texture and imperfection, crumbs, melting chocolate, flour dust, celebrating the beauty of homemade baking.
