Who Designed EM’s Cookies Branding? Here’s the Studio Behind the Look You Love

If you’ve ever stopped mid-scroll because of a chunky, gooey cookie with the delightful checkered pastel blue packaging — chances are, you’ve seen EM’s Soft Chunky Cookies.

But behind the cookies? There’s a whole brand built to look and feel just as good as they taste.

So… who designed EM’s Cookies branding? We did. 👋 Meet Undoubt Studio — the creative team behind the brand’s warm, nostalgic identity.

The Challenge

When we first met Emily, the founder of EM’s, the product was already a hit: addictive chunky cookies with rotating flavours, seasonal specials, and a small loyal community.

But the brand itself? It needed a refresh. Something that felt more intentional, recognizable, and scalable.

The Transformation

Our role wasn’t just to “make things look cute.” It was to create a strategic visual system that aligned with EM’s fun, indulgent, and evolving nature.

Here’s what we did:

1. Refined the Logo (Without Losing Its Charm)

The original logo had character, but it lacked polish.We refined the structure, improved balance, and maintained the quirky charm—now with better legibility and stronger versatility across mediums.

2. Updated Color Palette

We created a pastel-forward palette that:

• Evokes warmth and playfulness

• Allows seasonal flexibility

• Stands out without being loud

Each cookie release now feels on-brand while still being unique.

3. Brand Illustrations & Icons

To add personality, we developed custom illustrations—think: cookie characters, flavor icons, baking moments.These became key visual elements for the website, packaging, and social content.

4. Packaging Design

The boxes and labels needed to do more than protect cookies—they had to create anticipation.

We designed packaging that:

• Feels like a gift when opened

• Highlights the flavour & freshness

• Aligns with EM’s tone of voice: cheeky, fun, comforting

5. Website Experience

The website is now a seamless extension of the brand.From how flavors are showcased to how customers order online, the site was designed to feel simple, cozy, and craveable.

6. Content Creation & Social Media Revamp

Don't forget that your social media page is an extention of the brand. What people see on your social might change the perception of your brand. Hence, for EM's it's crucial that the social media looks irresistable and attractive. So we got to work and retook all their product images and gave the brand a new look digitally!

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👉 Want to See the Full Project?

Dive into our full branding case study for EM’s Soft Chunky Cookies:

View the Full Project Here →