KROKEM COOKIES
NEW YORK STYLE COOKIES – BRANDING
Krokem Cookies® — A Galactic Brand Experience for America’s Favorite Rotating Cookie Menu
BAKERY
NAMING & BRAND STORY
VISUAL IDENTITY
CHARACTER DESIGN
BRAND STRATEGY & POSITIONING
PACKAGING & LABEL DESIGN
MERCH & UNIFORM DESIGN
COLLECTIBLE PINS & ACCESSORIES
CREATIVE COPYWRITING & SEO
MENU ANIMATION
VISUAL STORYTELLING
SOCIAL MEDIA DESIGN
MARKETING COLLATERALS
Orlando, Florida
2023
Overview
Challenge
Krokem Cookies® isn't just selling cookies—it's building a universe.
Founded by Venezuelan pastry chef Jordiana Li Urdaneta in Orlando, Florida, Krokem Cookies® quickly built a cult following across the U.S. with a unique rotating menu of New York-style cookies delivered nationwide.
With flavors changing weekly and a growing base of loyal fans, the brand needed a powerful identity that could match its flavor innovation, elevate its online experience, and expand into merchandise and storytelling—all while remaining playful, premium, and unforgettable.
Approach
We approached Krokem Cookies® as more than a bakery. It’s a brand-powered world, orbiting around character, craft, and cosmic creativity.
Our strategy was to create a brand system that merges indulgence with imagination, allowing Krokem to scale from cookie drops to a fully immersive lifestyle universe. Anchored in the tagline “Otherworldly Experience,” we developed a full visual and verbal identity rooted in storytelling, character building, and a sense of collectible excitement.
From a custom character system led by Krody (an extraterrestrial cookie with antennae and 7 chocolate chips representing Venezuela’s heritage), to packaging and merch that transforms every product into a cosmic experience, we brought the Krokem galaxy to life—across every consumer touchpoint.
01 — Naming & Universe
Every great brand starts with a name that carries a story. Krokem and its character Krody set the tone: playful, a little mysterious, and made to be remembered.
02 — Identity & Character
A bold wordmark, a two-color palette of blue and white, and a mascot with real personality. The system stays strict so the character can have all the fun.
03 — Packaging
Boxes, shipping mailers, and postcards designed as collectibles. Every order arrives like a transmission from outer space.
04 — Merch & Space
From apparel to the storefront, the universe keeps expanding. The store exterior and interior bring Krody's world to life at full scale.
Result
Krokem Cookies launched with a powerful identity that lives beyond the box. From the moment a customer sees a cookie drop on Instagram to the second they unbox a tote or hoodie, the experience is cohesive, collectible, and creatively memorable. The new brand universe allows for ongoing growth, product extension, and customer retention—because fans aren’t just buying cookies, they’re joining the mission.
