Chip NYC




Direct link:

Direct link:


GRAPHIC: Brand Identity


My Creative
Saint Urbain (NYC)


Chip Cookies New York City


 Chip New York, bakes big misshapen, chunky, gooey centered cookies. Now a well loved favourite around the city neighborhoods. They now have busy, queues lining up to try their new seasonal creations and classic Chip cookies. 
To expand Chip needed a complete brand overhaul to link up their Cookies & Cream brand with their new Chip Ice Cream stores and new stores popping up in the West Village, Queens and Brooklyn.  We worked on expanding a bold identity, ensuring consistency across all aspects of brand and packaging, and marketing visuals for social media.
Our mission was to recreate the simpleness of that favourite childhood treat and bring those memories flooding back! no matter what age you are.
Their uniquely shaped gooey cookies were a direct influence on the logo mark design. We also wanted to base our message around nostalgia. Invoking the golden days of summer, riding your bike all day, playing baseball in the street or the N64 with friends only stopping for Milk and hot Cookies! Childhoods are different for each generation but cookies where always there. The real American dream!

To grow awareness and engage with the customers, we created a range of animated gifs & stickers that can be found on Glify to use by Chip or the public to pimp up their Instagram stories and posts. This unique tool has been a great success with over 5 million uses this year alone.

Thanks to SaintUrbain (in NYC) for
collaborating on brand,
marketing & strategy.

Brand & design: My Creative