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 both the indulgence of the product and the playfulness of the brand’s ethos. The team at White Sky embraced this challenge, delivering a vibrant and bold visual identity that captures the spirit of Crumb.

This project features the energetic and joyful photography of Rob White, which plays a key role in visually representing the blissful experience of eating one of Crumb’s chonky cookies. His photographs celebrate the rich textures, vibrant colours, and the overall fun, joyful vibe of Crumb. Every image is designed to make customers crave the experience of biting into a Crumb cookie.

The branding itself, designed by White Sky, is playful, loud, and unapologetically fun. Featuring a hand-drawn logo marque that evokes the nostalgic charm of a classic bakery while the loud, simple logotype communicates the brand’s confidence and modernity. The primary brand colour, yellow, became Crumb’s signature visual cue, making a strong statement across various touch points—from the vibrant shopfronts to the cheerful coffee cups and cookie boxes.