Odd Cookie

Integrated Award Winner – New Brand

Whitman Emorson

Toronto, Ontario, Canada

Odd Cookie is a new Canadian snack brand featuring a crispy, sweet-and-salty cookie brittle made from simple ingredients that are indulgent enough to satisfy, yet wholesome enough to feel good about. Bringing this to market meant building the brand from the ground up—naming, strategy, identity, and packaging—for a product entering a crowded and competitive category. It needed to appeal to Gen Alpha kids, who drive real purchase decisions, and the moms who make the final decision.

How do you build a snack brand for kids who are done being talked down to, and parents who are done settling? You start with a simple truth at the heart of the product: joy is an ingredient too. The brand identity leans fully into that idea, rooted in nostalgia and reimagined for today. The visual world is playful and confident, with a sense of restraint that keeps it feeling considered. This balance comes through in a custom wordmark, expressive typography, hand-drawn illustration and a colour palette that pops on shelf and screen, with clear differentiation across flavour extensions. Odd Cookie doesn’t just look like a great snack. It feels like one.