A pink box of Crumb cookies with a cartoon cookie character holding a peace sign and a straw. Text on the box says, "Don't forget the milk," "Not your grandma's cookie," and "Guaranteed."

CRUMB is more than a cookie — it’s a culture. This bold brand was developed as a punchy, irreverent response to cookie traditionalism. Designed for a new wave of snackers who want indulgence with edge, CRUMB leans into maximalism, nostalgia, and street-style attitude. From the saturated palette to the graffiti-adjacent flair, this brand is made to scroll-stop — and stick.

Case Study: Crumb Cookies

Branding & Packaging

Scope of Work

We were tasked with developing a complete visual identity and packaging system for Sage, including:

  • Brand Identity Design

  • Product Names

  • Logo Suite & Submarks

  • Custom Typography System

  • Color Palette

  • Mascot Design

  • Packaging Design

  • Moodboard & Brand Imagery

  • Brand Messaging / Tagline

  • Mural Design

  • Brand Photography

A cartoon of a milk carton with a happy face, making a peace sign with one hand and smiling.

Creative Direction

CRUMB reimagines cookies as statement snacks. The identity is scroll-stopping, indulgent, and deliberately extra — a perfect match for a brand that wants to stand out on-shelf, on-feed, and in-hand.

The visual identity for CRUMB Cookies is bold, playful, and unapologetically modern, pairing bright, candy-inspired colors with chunky, retro-style typography that pops against mouthwatering photography. Each cookie flavor gets its own personality through witty, cheeky copy and vibrant color blocking, while the recurring milk-carton mascot adds a charming, nostalgic touch. The overall look blends a sense of fun with a confident, slightly irreverent brand voice—making CRUMB instantly recognizable and irresistibly scroll-stopping.

  • Primary Logo

    The logotype is chunky, loud, and built to live big on packaging, merch, and social. The exaggerated curve beneath echoes frosting drips or a cookie bite, giving the brand motion and flavor.

    Alternate Logos

    Playful variants add versatility: a retro brown-on-tan treatment gives old-school diner energy, while the graphic mascot version ties into sticker culture, collectibles, and streetwear branding.

  • The colors are unapologetic and high-contrast:

    ED2C6B — Loud pink for attention-grabbing impact

    FAE9CD — Soft vanilla beige for balance

    4B2D12 — Deep chocolate for warmth and richness

    E9E612 — Neon yellow for flavor-forward flair

    Golden crumb tones used as texture elements

  • Mascot Design

    A walking milk carton (with a striped straw) introduces a nostalgic-but-modern character designed for Instagram Reels, packaging inserts, or animated content. It adds personality and ownability.

  • “Clean Ingredients for Every Body”

    This inclusive, affirming tagline reinforces Sage’s commitment to purity, accessibility, and unisex appeal. It also anchors the brand’s broader mission: skincare made for everyone.

  • People who buy treats because of the vibe as much as the flavor

    Social-first customers who value personality, design, and humor

Not Your Grandma's Cookie

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Don't Forget the Milk

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I Did It All for the Cookie

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Crumb As You Are

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Not Your Grandma's Cookie * Don't Forget the Milk * I Did It All for the Cookie * Crumb As You Are *

  • Baked Fresh Daily

  • Don't Forget the Milk

  • Reverse Cowgirl

  • The Regina George

  • Sugar Daddy

  • Oreo Speedwagon

  • Disco Dirt

  • Party In Ya Mouth

  • CRUMB

Each CRUMB cookie is more than just a flavor—it’s a character with its own name and personality, turning every bite into part of the brand’s playful story. From nostalgic nods to cheeky, modern puns, the names spark curiosity and make the cookies feel collectible, not just consumable. This approach invites customers to connect with the brand on an emotional level, remember their favorites by name, and share them with friends as if introducing a cast of delicious, quirky characters.

Imagery & Brand Mood