● direction studio · v1

cookienotcookie.com / branding RFP

For internal review · 8 directions · 1 brand

Eight ways to be
a cookie
that isn't a cookie.

Cookie Not Cookie is a plant-based protein cookie that eats like a meal — 20g protein, baked at 275°F, cold-shipped. The brief was to take the existing site and re-stage it: more modern, cleaner, with a sense of humor. Directions 01–04 live in the "editorial / content document" family. Directions 05–06 break that mold — a functional buying experience and a photo-first cinematic scroll. Directions 07–08 lean on industry references — Apple-style premium minimalism and Shopify-style optimistic merchant. Real photography from the current site is wired in across the board.

  • frameworkAstro 5 · TailwindCSS v4
  • deployCloudflare Pages · GitHub
  • checkoutSMBcrm (planned)
  • launch SKUsChoca Cran · Chocmondu · PBC
✦ 4 directions to choose from · each fully built · not a moodboard · built for cloudflare pages · scroll → ✦ ✦ 4 directions to choose from · each fully built · not a moodboard · built for cloudflare pages · scroll → ✦ ✦ 4 directions to choose from · each fully built · not a moodboard · built for cloudflare pages · scroll → ✦ ✦ 4 directions to choose from · each fully built · not a moodboard · built for cloudflare pages · scroll → ✦

The eight directions.

Family A · content document

→

No.001 · Vol. I

cookie,
not
cookie.

Bakery Editorial

01 / 08

/editorial

Bakery
Editorial.

Like a cookbook spread shot by a fashion photographer.

Refined, confident, magazine-quiet.

FrauncesInstrument Sans
view homepage editorial →
→

★ NEW ★

cookie
not
cookie!

20g
PLANT
PROTEIN
COLD!

Fresh Pop

02 / 08

/pop

Fresh
Pop.

If a sticker pack became a protein cookie.

Loud, chunky, gleefully overconfident.

Bagel Fat OneDM Sans
view homepage pop →
→

FIG.01 · DOC.0003

A cookie,
documented.

P

20g

S

5g

F

9g

Clinical Candy

03 / 08

/clinical

Clinical
Candy.

Swiss spec sheet that accidentally got delicious.

Precise, quiet, numerically smug.

IBM Plex SerifIBM Plex MonoIBM Plex Sans
view homepage clinical →
→

★ real-food ★

Looks like
a cookie.
Eats like
a meal.

Sunny Orchard

04 / 08

/orchard

Sunny
Orchard.

A 1976 natural-foods cooperative if it had a modern CMS.

Warm, retro-rounded, playfully wholesome.

CaprasimoBricolage Grotesque
view homepage orchard →

Family B · breaks the mold

→

Choca Cran

$8

+

Chocmondu

$8

+

Drama in the PBC

$8

+

YOUR BOX

2× CC$16
1× CM$8
1× DR$8

$52 to free

Checkout

Snack Counter

05 / 08

/counter

Snack
Counter.

The homepage is the shopping experience. No scroll-to-buy.

App-native, functional, conversion-first — but warm.

OnestGeist Mono
view homepage counter →
→

— a film about lunch —

scene 00 / 06

Eats like
a meal.

Cinema Mode

06 / 08

/cinema

Cinema
Mode.

A film about lunch. Photography is the entire design system.

Cinematic, restrained, oversized italic typography on full-bleed photos.

Cormorant GaramondManrope
view homepage cinema →

Family C · industry references

→

←

  • Meal
  • Lineup
  • Compare
  • Buy

$8 ›

New · Spring 2026

Cookie Not
Cookie.

A meal in cookie form.

Build a box Learn more ›

Studio

07 / 08

/studio

Studio.

Apple.com if Cupertino made a chickpea cookie.

Premium dark/light alternation, oversized clean type, single warm accent.

GeistGeist Mono
view homepage studio →
→
★ Free shipping on every box of 12 + below

cookie.

  • Cookies
  • Story
  • Pricing
Build a box →
● NEW · spring 2026

The cookie
that eats
like a meal.

Build → How it works

20g

protein

9g

fiber

50

states

Storefront

08 / 08

/storefront

Storefront.

Shopify.com energy: bright, optimistic, conversion-first.

Friendly cards, dual CTAs, big stats, pricing tiers, the works.

Plus Jakarta Sans
view homepage storefront →

Brand essentials

What stays
the same.

tagline

"The cookie that eats like a meal."

supporting

"Looks like a cookie. Eats like a meal."

pitch

20g plant protein, gut-friendly fiber, low sugar. Real food, baked low-and-slow at 275°F, and cold-shipped so nothing funny happens in transit.

three launch SKUs

  • Choca Cran

    dark chocolate + cranberry · "the rom-com cookie"

  • Chocmondu

    dark chocolate + almond · "James Bond of cookies"

  • Drama in the PBC

    peanut butter + chocolate · "the good kind of drama"

How to use this

A rough order
of operations.

  1. 01

    Click into each direction.

    Scroll the whole page on desktop and mobile. Each one is a real homepage, not a screenshot.

  2. 02

    React to the loudest one first.

    Notice which direction makes you say "yes" or "absolutely not." That gut reaction is the most valuable signal.

  3. 03

    Pick a direction (or a hybrid).

    It's common to say "the typography from #3, the color energy from #2." We can mix and match into a final v1.

  4. 04

    We extend the chosen direction.

    Build product detail pages, cart, account, blog, then wire SMBcrm checkout. Deploy to Cloudflare Pages via GitHub.