As Good Journey expanded from donuts into the cookie category, I partnered with Syd Stroop to develop a "kid-forward" identity. Our objective was to disrupt the "healthy snack" stereotype by leaning into the loud, vibrant, and maximalist aesthetic of traditional candy brands. By intentionally avoiding the muted tones often associated with wellness products, we created a high-energy visual system that feels like a treat while staying true to the product's high-quality ingredients.