While we’ve seen a massive wave of better-for-you everything, I find it interesting that some brands aren’t exactly leading with it.
Joy Supply, designed by Jake Nicolella, plays the throwback card on the front of the box, noting that the cookies inside have no artificial colors, flavors, sweeteners, or preservatives. Each box has a decorative border of repeating stars, diamonds, or tiny florals, a detail that recalls vintage biscuit tins and the patterned tablecloths of a grandmother’s kitchen. But it all still feels very current. The squiggly wordmark brings a 1970s ice cream shop looseness that softens the monospaced product descriptors, and the strikethrough list of everything left out. Joy Supply looks like it was made by people who genuinely love cookies.
