Chonk is a start-up cookie brand on a mission to break the dull old-ladyish sector of baked goods in the UK. Aiming to bring properly delicious, warm cookies to people in their own homes. With a different view to healthy and an understanding of the need to protect our planet. Chonk are made different.

We worked with Chonk to define their proposition. ‘Stuffed full of real ingredients’, Chonk gives the people what they want. It’s simple, if you’ve chosen to have a cookie – it’s a treat, so why have a half-hearted treat. They don’t play in the diet or low sugar sector; they focus on cookies that are worth every bite. Generous and inclusive because it’s healthy to enjoy. Cookies using simple, natural, recognisable ingredients. They are homemade and ready to be made at home, a pioneering model that gives customers (who want the satisfaction of baking something, but none of the faff or mess) another, more sustainable option encouraging customers to bake what they need.

The visual identity was founded on a playful and exaggerated vision the joy a proper cookie can bring. With vibrancy of personality, frank expression and proud generosity. We crafted a stocky  and absolute wordmark; a wordmark able to pierce through the noise of a cluttered display. Inspired by the abstract beauty of melted-down ingredients we developed a system of tactile patterns that feel superfluous, a radiant visual expression giving Chonk a powerful signature aesthetic. We developed a colour palette to establish definitive stand-out with a system of use to cope with a breadth of potential flavours. One of the leading elements to this identity is its tone of voice. And a roaring voice requires an equally potent typeface to carry it, ‘Pangram Pangram’s’ ‘Agrandir’ supplied the perfect balance of imperfection. We also developed a system that help accentuate type hierarchy.