DoubleTree | Cookies in Space
Objective
Design a commemorative logo for DoubleTree by Hilton’s signature chocolate chip cookie, celebrating its planned induction into the National Air and Space Museum as the first food baked in space.
Approach
While the brief called for a single logo, I identified an opportunity to build a broader visual system. Inspired by space mission patches, I developed two distinct illustration directions. From the selected artwork, I derived a simplified small-scale mark and a formal logo lockup, allowing the identity to scale across digital and physical touchpoints. The system balanced playful storytelling with DoubleTree’s established brand language while maintaining clarity at every size.
Outcome
The project demonstrated how a commemorative moment could expand into a flexible identity system spanning digital and physical applications. While the event was ultimately postponed, the work illustrates how a celebratory concept can extend cohesively across real-world touchpoints.
My Role
Concept Development, Logo Design, Illustration, System Expansion
Client
DoubleTree by Hilton
Year
2022
Selected Concept
The warm signature cookie at check-in is one of DoubleTree’s most memorable moments of surprise and delight. This concept builds from that feeling, reimagining the cookie as a cosmic object within the solar system. Depicted as a reflection in an astronaut’s helmet, it becomes the hero of the story, inspiring a sense of awe that mirrors the delight guests experience on the ground.
The Identity System
Icon
A distilled version of the mission patch illustration, designed for small-format applications.
Logo
A primary lockup pairing the commemorative illustration with a wordmark for formal brand communications.
Mission Patch
A fully realized illustration translating the concept into commemorative items and physical brand touchpoints.
Exploratory Direction
This alternate concept draws upon the visual language of the moon landing to position DoubleTree’s achievement within a broader history of space exploration. By referencing the aesthetic cues associated with that milestone, it frames the first cookie baked in space as both playful and historic.
