A WARM, PLAYFUL IDENTITY BUILT AROUND THE PERFECT MELT.

Gooey is a conceptual cookie brand inspired by a warm and melted cookie, bold dessert visuals, and the playful anticipation of the first bite. The identity combines custom dripping typography, chocolate inspired colors, colorful packaging, promotional campaigns, and physical customer touchpoints.

CLIENT: GOOEY
CATEGORY: BRANDING / PACKAGE
YEAR: 2025
TOOLS: ILLUSTRATOR / PHOTOSHOP / AFTER EFFECTS
DIRECTION: WARM / PLAYFUL / INDULGENT

BRAND IDENTITY

LOGO SYSTEM

A FLEXIBLE IDENTITY DESIGNED TO WORK ACROSS EVERY BRAND TOUCHPOINT.

The primary wordmark is supported by simplified marks for packaging, signage, social icons, stickers, and small-format use.

HORIZONTAL LOCKUP

SIMPLIFIED MARK

BRAND IDEOLOGY

BUILT FROM THE
DRIPS, SMILES, AND A SYMBOL.

The Gooey logo is inspired by the feeling of a warm, melty indulgence. Rounded letterforms communicate softness and playfulness, while exaggerated drips reflect the rich, gooey texture of the cookies.

A smile shaped silhouette brings the logo together, framing the Gooey letterforms like a mouthful of warm chocolatey delights. The same smile we guarantee you’ll have after every bite.

TYPOGRAPHY

DISPLAY + SUPPORTING TYPE

PLAYFUL UP FRONT. CLEAN AND FUNCTIONAL UNDERNEATH.

CUSTOM DISPLAY

GOOEY DISPLAY

Used for the primary wordmark, flavor names, campaign statements, and high-impact brand moments.

SUPPORTING TYPE

BARLOW CONDENSED

ABCDEFGHIJKLM
NOPQRSTUVWXYZ
0123456789

REGULAR SEMIBOLD BLACK

Used for body copy, product details, packaging information, captions, and digital communication.

COLOR SYSTEM

CHOCOLATE-INSPIRED PALETTE

A WARM RANGE OF CHOCOLATE COLORS

The palette is intentionally tonal. Dark cocoa anchors the identity, caramel creates emphasis, and the lighter dough and cream shades provide enough contrast for packaging, typography, and digital layouts.