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. She 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.
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.
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Creative • Branding • Copywriting •
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