A brother-and-sister team wanted to print greeting card messages on cookies — a first-to-market product with one job: making people smile. They arrived with a strategy and needed everything else.

We named it, packaged it, and wrote what goes on the cookies. The name implies eating with enthusiasm; the logo implies crumbs; a goat with questionable judgment carries the illustration system; touches of gold keep a novelty product feeling like a luxury one.

The audience runs from first birthdays to fresh breakups, so the brand had to be warm, cheeky, and premium all at once — a system built to grow as appetites do.