Overview: In a bustling marketplace filled with brands fighting for attention, EM’S needed a standout brand identity that authentically resonated with their core essence—providing soft, chunky cookies curated especially for the Malaysian palate. We at Undoubt Studio had the privilege to guide them through this transformative journey.

The Challenge: The primary objective was to elevate EM’S from being just another cookie seller to a premium brand that patrons could resonate with, trust, and adore. We needed to capture the rich, soft texture and the distinctive taste of their cookies in the branding itself.

Branding Elements: The visual language we curated for EM’S was rooted in the essence of simplicity and elegance. One of the signature elements introduced was the “checker” pattern. This element not only brought a sense of sophistication but also mirrored the intricate layering found in their cookies, representing the layers of flavors and textures in each bite.

Deliverables: Our collaboration with EM’S led to a range of branded merchandise and materials:

Visual Identity: The logos, color schemes, typography, and more were crafted to help make their business look more appealing to customers.
Packaging: The gingham-inspired checker on the cookie boxes added a touch of homeliness while keeping it chic.
Marketing Collaterals: The muted yet luxurious color palette was carried forward to the menus, which were also accentuated with the checker element, maintaining brand consistency.

Merchandise: The branded t-shirts and takeaway cups epitomized simplicity with the logo taking center stage.

Outcome: The brand transformation of EM’S was not just visual. It was a holistic approach, from branding to in-store experience. The subtle checker element seamlessly tied all touchpoints together, creating a memorable experience for every customer.