About
Insomnia Cookies began in 2003 when University of Pennsylvania student Seth Berkowitz started baking and delivering warm cookies around campus — a late-night alternative to the heavy delivery options available to students. Today it has grown into a nationally recognized brand built on that same late-night, made-fresh premise.
For this project, students were tasked with creating a fully realized catalog from the ground up — developing a grid system, creating original assets, curating photography, and sourcing copy. Insomnia Cookies’ strong existing identity provided a strong foundation; the brand’s signature purple palette and smooth zigzag lines were carried throughout the design.
The catalog’s theme, “Cookies Delivered,” informed every visual decision. The cover depicts one hand dropping cookies into another, implying an exchange mid-delivery. Diagonal lines functioning as drop shadows suggest motion, while wavy abstract lines evoke rising steam — engaging the viewer’s senses before a single menu item is seen. Page order moves deliberately from brand story to menu to ordering information, letting the photography do its work before presenting a call to action. Textures applied throughout soften the layouts, making them feel informal and fun rather than corporate — consistent with the brand’s personality. Embedded QR codes and calls to action encourage further engagement with the brand beyond the page.
