Chonk Cookies

Chonk is a start-up cookie brand on a mission to break the dull sector of frozen baked goods in the UK. Aiming to bring properly delicious, warm cookies to people in their own homes. With a fresh different view to healthy living. I worked with Chonk to define their proposition. ‘Stuffed full of real ingredients’, Chonk gives the people what they want. It’s simple, if you’ve chosen to have a cookie - it’s a treat. They don’t play in the diet or low sugar sector. The visual identity was founded on a playful and exaggerated vision of the joy a proper cookie can bring. With vibrancy of personality, frank expression and proud generosity. I crafted a stocky and absolute wordmark; a wordmark able to pierce through the noise of a cluttered display. Inspired by the abstract beauty of melted-down ingredients we developed a system of tactile patterns that feel superfluous, a radiant visual expression giving Chonk a powerful signature aesthetic. I developed a colour palette to establish definitive stand-out with a system of use to cope with a breadth of potential flavours. One of the leading elements to this identity is its tone of voice. And a roaring voice requires an equally potent typeface to carry it.