wHOA! COOkies.

What was the challenge?

Mona, from Only Cookie, came to Mooch with a vision to launch a premium, protein-packed cookie that was organic, delicious, and unlike anything else in the health-snack space.

While the product was ready, the brand wasn’t. Mona needed a bold new name and a fresh identity that would capture the personality of the cookie and stand out in a crowded market. The original name, Only Cookie, didn’t reflect the energy, attitude, or ambition of the product, so Mooch were brought in to create something that would. The challenge was to develop a name and visual identity from scratch that not only demanded attention but also laid the foundations for a confident, disruptive new brand.

We began with a strategic naming process, exploring a wide range of creative directions before landing on WHOA! Cookies, a name that captured the delicious surprise of the product and perfectly aligned with its playful, feel-good character. From there, we needed to create a visual and verbal identity that would elevate WHOA! from a clever name to a fully formed, disruptive brand ready for shelves, screens, and beyond.

Three advertisements for cookies on a red brick wall, featuring images of cookie stacks and scattered cookies, with phrases like "Whoa!", "Made to Crave", "No Junk in This Trunk!", and words indicating gluten-free and healthy ingredients.
A teal tote bag hanging from a black metal rail with the text "Whoa! I only got this tote because I bought a cookie..." printed in white and yellow on the front.
A large advertisement billboard for a cookie brand with the phrase "Whoa, if you're gonna snack, snack good!" featuring an oversized chocolate chip cookie. A person riding a bicycle passes by in front of the billboard, partially blurred.

What did we do about it?

We brought the WHOA! Cookies brand to life by developing a dynamic, memorable visual identity designed to stop consumers in their tracks, just like the name promises. Drawing on the product's premium, feel-good positioning, we crafted a bold and playful brand identity featuring a bespoke typeface, a striking monogram, and a refined yet unconventional colour palette that sets it apart from competitors in the health-snack aisle.

Alongside the core identity, we built a flexible messaging system that injects personality into every brand interaction, whether on pack, on screen, or in print. Mooch also supported the rollout of the brand across digital and physical applications, ensuring consistency and impact wherever WHOA! Cookies shows up. The result is a confident, characterful brand that feels as good as the product tastes, ready to turn heads and tempt tastebuds.

Creative

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Branding

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Copywriting

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Creative • Branding • Copywriting •

A promotional product tag hanging from a shelf, displaying images of cookies and cookie dough, with the text 'WHOA! Made to Crave', 'Available Now'.
Two website screenshots featuring cookies made from natural ingredients, with one showing a top view of chocolate chip cookies and the other displaying a banner with cookie crumbs and the text 'WHOA, NO JUNK IN THIS TRUNK!'

like what you see?

We never stop looking for ways to improve and create more disruptive work, because it’s what makes us thrive as a team.

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