The After School Cookie Club

The After School Cookie Club came to us determined to develop a brand that inspired its customers to remember simpler times, indulging in the small things that make life more fun. We worked side-by-side with them to create a story-led brand with the same ingredients shared by all true cookies: nostalgia, with just a sprinkle of mischief.

We saw there was an opportunity in the high-street desserts space to bring cookies a much-needed sense of play and imagination, without losing their nostalgic, youthful sense of appeal. 

We created a visual brand that tells the story of a rebellious crew of after-school misfits – each with their own quirks, talents and backstories – coming together to form a club. Using Wes Anderson-inspired graphic cues, the visual identity speaks to camaraderie, creativity and doing things your way (even if that means bending the rules). We brought it to life with playful illustrations, bold type and a tone of voice built on our pillars of Nostalgia & Mischief. 

Since launching the brand at a single, pop-up physical site — The After School Cookie Club has opened 3 additional POS sites across London, along with Home Delivery and Click & Collect services to meet rising demands.