With successful locations in several college towns, Hot Box Cookies was ready to venture into larger markets. The company needed a polished, vibrant, and eye-catching look that would appeal to professional audiences without alienating the existing stoner-friendly following.
The new brand highlights what Hot Box does best: warm, freshly baked cookies delivered into the early morning hours. The identity’s bright neon glow embodies late night culture while referencing the piping hot illumination of an oven’s heating element.
PLAYFUL YET POLISHED
TOKY commissioned St. Louis sign painter Phil Jarvis to paint the logo on the store’s interior tile wall and worked with illustrator Mauro Gatti to create the custom neon-inspired illustrations used for packaging and interiors.
“We created a bold and vibrant brand that still appeals to their college student following, but also works in more polished settings, like corporate meetings.”
— Dav Klevorn, Senior Designer / TOKY