Milk Jar Cookies, the beloved bakery on Wilshire Blvd in Los Angeles was the originator of the ‘Big Cookie’ craze back in 2013, but they were feeling the heat as a few East coast cookie competitors beginning to invade their West Coast territory.

We repositioned the brand around ‘Spreading Kindness’ and the belief that a cookie can be a radiating force for this kindness. The new positioning and identity leans into their West Coast heritage by taking inspiration from architecture and signage of the 50’s and 60’s in Los Angles but with a touch of milky goodness in the logomark.

With their new positioning and visual expression in hand, Milk Jar Cookies will be opening new stores and begin franchising at the end of 2022.

Elements from the positioning and visual expression include:

· Consumer + Competitive Research

· Brand Positioning

· Brand Identity

· Package Design

· Tone, Voice + Tagline

· In-store / Interior Design

· All Messaging + Brand Guidelines