All About Chew

When Yasmin first came to us, the intention was to refine and elevate the brand into a visual system that could support its expansion across malls such as Suria KLCC, 163 Retail Park, The Five, The Exchange TRX, IOI City Mall, and AEON Tebrau City.

All About Chew already had strong recognition, so the focus was refining the overall design into a more polished and scalable identity that’s fully ready for large scale production and multi-outlet application. Previously, they carried a more artisanal character, which we carefully refined to achieve greater clarity, system-wide.

Alongside the core brand work, we developed The Cookie Club logo as a communication channel to deepen their connection with fellow cookie lovers. This sub-identity was designed to feel like a natural continuation of All About Chew’s world, but with its own collectible, lifestyle-driven energy.

Working from the brand’s signature dark blue, we expanded the palette with warm, edible-inspired tones: cream to reference milk and butter, rich brown to evoke chocolate and baked cookies, and a powder blue to balance and tie everything together. The result is a visual system that feels intentionally “delicious” in its expression.

For the illustration direction, we leaned into a structured approach with intentionally roughened edges, giving it a Crayon Studio je ne sais quoi. This personal touch brings warmth and imperfection into an otherwise clean system, allowing the brand to feel both scalable and human at the same time.

Images courtesy of All About Chew

Scope: Brand Identity
Client: All About Chew
Completed: May 2024