DoubleTree Cookies in Space
Objective
Create a logo and icon to commemorate DoubleTree by Hilton’s signature chocolate chip cookie’s planned induction into the National Air and Space Museum after becoming the first food baked in space.
Approach
I began by developing two distinct concepts for the logo and icon pairing. Through my research, I was inspired by space mission patches and saw an opportunity to expand each idea into a more ownable illustration that could extend beyond a single asset and support branded swag.
Outcome
While the event was ultimately postponed and the work did not go live, the project reflects a proactive approach to concept expansion and brand storytelling within established brand guidelines.
Client
DoubleTree by Hilton
Year
2022
Deliverables
1
Icon
Small graphic that can work at a small scale as a lapel pin.
2
Icon + Wordmark
Traditional logo lockup that could also be paired with the DoubleTree logo.
3
Mission Patch
A full illustration that looks eye-catching on SWAG.
Concept 1
Perhaps the most “surprise and delight” moment of staying at a DoubleTree by Hilton is the warm signature cookie guests are greeted with at check-in. That proprietary feel-good moment informs this approach, in which the DoubleTree cookie surprises and delights us as a cosmic object in the solar system. It is depicted as a reflection in an astronaut helmet, appearing as a hero and inspiring awe — just as the out-of-this-world cookies do here on the ground.
Concept 2
One of the most historic events in history was the U.S. putting the first man on the moon. DoubleTree by Hilton made its own interstellar history by baking the first cookie in space. This idea borrows the iconography from the moon landing to put DoubleTree by Hilton among important space explorers. The playfulness of the execution takes the edge off making a straight-faced comparison between NASA and DoubleTree by Hilton, but the creative is purposefully derivative, as both produced valuable science that earned a place in the halls of the Smithsonian.
