(Est. 2018) Chomptown is a new brand of protein cookies, made with nuts and nut butters, that are gluten- and dairy-free as well as being vegetarian. Described as “Soft, chewy & super yummy, these nut butter cookies will not disappoint”.
Ptarmak (Austin, TX)
Approaching the protein cookie category with fresh eyes, we realized the competition could be classified as either cold/clinical or wacky/zany. We strategically developed Chomptown to be neither. Taking a cue from the cookies themselves, we developed a brand that is light-hearted and personable while maintaining a modern perspective. The result is an identity that befits the playfulness of a cookie while avoiding the stale tropes of the category.
Images (opinion after)
The typeface (or custom type) for the logo feels like a literal visualization of the word “chomp”. It’s chunky, it’s curvy, it’s quirky. My only complaint would be the width relation between the “M” and the “W”, where the former is very narrow and the latter very wide, where normally they would be the same. Having done that, though, it does allow them to align the “P” with the “N”, which is a nice detail. The identity mixes in a bubbly script and some off-baseline and off-axis typography for a dose of fun — nothing highfalutin just fun for the heck of it. The packaging places a big emphasis on the logo with the product literally off to the sides, which is a little surprising — for a new product I would think showing the product more would be a priority, especially such a good-looking product. The color palette is nice in some instances — the Peanut Butter Choco Chip is great — but a little off in most other combos. Still, it’s a bold-looking series of bags with big type and big colors. I would definitely do a double-take on these at the grocery store.