Chip City Cookies by Saint Urbain

Chip City: The Best NYC Cookies

Born in Astoria, Queens in July 2017, Chip City began as a hobby between two childhood friends as they sought to recreate the simple taste of their childhood. What began as a fun challenge to see who could create the best cookie turned into the Chip City we know and love today.

Chip City currently has 12 locations across Manhattan, Brooklyn, Queens and Long Island with plans to have at least 5 more stores by the end of 2022, including entering a new market with a store in Hoboken.

Brief

Chip is Queens-orginated cookie shop known for large gooey cookies & creative flavors that led them to go viral.

With their first Manhattan project on the horizon, we were tasked with rebranding them from their current homemade, fresh-baked and artisanal aesthetic to a more exciting brand that reflected their young social-media driven audience and creative offerings.

Findings

This brand came together fluidly as we developed a logo that had the gooey characteristics of the product itself and a vintage touch to represent a nostalgia for cookies shared by anyone from any generation.

Once that was decided, we expanded on a world of cookie clouds that rain rainbow sprinkles.