White Sky Creative’s Brand Identity for Crumb Chonky Cookie

Introducing Crumb, the home of the chonky cookie. Founded by Amy, the mastermind behind North London’s beloved bakery Eat by Amy, Crumb brings a fresh, plant-based twist to the heart of Islington. This newly opened hatch-style service cookie and coffee shop is perfectly situated among the charming, boutique shops and eateries of Camden Passage. Crumb specialises in delightfully chunky cookies, inspired by the legendary Levain Bakery in New York, but with a twist—these indulgent treats are 100% plant-based. Partnering with the Hackney-based creative studio White Sky, Crumb’s brand identity was thoughtfully developed and meticulously crafted, from an initial concept all the way through to the grand opening of their first cookie shop on Charlton Place in London. The branding needed to embody