The Challenge
For my typography course, I was tasked with creating a type-only logo and building a fully realized brand system around it. The logo had to rely entirely on typography, no symbols, illustrations, or icons, using stylistic letterform manipulation and typographic principles learned in class. From there, I was challenged to expand the identity into a cohesive brand, applying these principles across multiple real-world touchpoints, including signage, menu design, packaging, nutrition labels, and supporting brand elements. The goal was to demonstrate both creative expression and functional design, while building a brand that feels intentional, distinctive, and commercially viable.
My Solution
Crooks & Crumbs is a playful, high-end bakery built around the idea of rule-breaking indulgence, where classic pastry meets modern mischief. Inspired by the fusion of croissants and cookies, the brand name cleverly plays on the word crookie, evoking both the product itself and a rebellious, tongue-in-cheek personality.
At the heart of the brand is a type-only logo, crafted through intentional typographic distortion, weight contrast, and spacing to capture the tension between elegance and edge. This creates a visual identity that feels handcrafted, indulgent, and slightly rebellious—mirroring the personality of the product. To reinforce this concept, I paired the logo with serif typography reminiscent of a case file and a bold, wild-west-inspired type style for the menu, echoing a “wanted sign” motif. Packaging for the signature cookie-croissants was designed as a playful briefcase, adding an interactive, story-driven element to the brand.
The typographic system was extended across menus, packaging, storefront signage, the website, and nutrition labels, using hierarchy, scale, alignment, and rhythm to guide the viewer while maintaining a cohesive brand presence. The result is a memorable, crave-worthy identity that blends premium bakery aesthetics with playful attitude, creating a distinct, standout experience in a crowded market.
