DoubleTree Cookies in Space
Creating a commemorative identity for one of DoubleTree's most historic brand milestones.
When DoubleTree’s signature cookie was selected for induction into the National Air and Space Museum as the first food baked in space, I designed and illustrated a commemorative identity inspired by space mission patches, expanding the initial ask for a single logo into a full identity system for a wider range of applications.
Primary Direction
The warm signature cookie at check-in is one of DoubleTree's most memorable moments of surprise and delight. This concept captures that familiar feeling by reimagining the cookie as a cosmic object reflected in an astronaut's helmet, evoking the same sense of wonder guests experience on the ground.
From Logo to System
Icon
A distilled version of the mission patch illustration for small-format applications.
Logo
The primary lockup combining the illustration and wordmark for brand communications.
Mission Patch
The full illustration for commemorative merchandise and physical brand applications.
Secondary Direction
This alternate concept draws upon the visual language of the moon landing, positioning DoubleTree's achievement within the broader history of space exploration. By referencing one of history's most recognizable moments, it frames the first cookie baked in space as both playful and historic.
