Insomnia Cookies refreshes brand, adds heated catering box

Philadelphia-based Insomnia Cookies unveiled a brand refresh that includes a new logo and a heated catering box that the company said keeps cookies warm for up to three hours. The new look is rolling out now across the chain's more than 375 bakeries in the U.S., Canada and the U.K., as well as on its packaging and digital platforms.

The refresh, developed with creative agency &Walsh, is built around a new brand platform, "Always Warm Since 2003."

According to the company, consumer research with Gen Z and millennial participants found that customers associate Insomnia with warmth, comfort and nostalgia, not just cookies. The new logo replaces the illustrated Cookie Moon with a photo of a real, partially eaten chocolate chunk cookie. The brand kept its purple and added browns, neutrals and accent colors, along with new typography, packaging and photography.

Heated catering box

The heated box is included at no additional cost with 50- and 100-cookie catering packs. The company said it's aimed at office celebrations, birthday parties, holiday events and tailgates.

Seth Berkowitz founded Insomnia Cookies in 2003 as a late-night cookie delivery business while attending the University of Pennsylvania.

"Over the past 23 years, we've become part of so many moments in our customers' lives, from late-night study sessions to celebrations with friends and family," Berkowitz said in a press release.

"This evolution is about honoring what made Insomnia special from the beginning while finding new ways to bring that same warmth to even more people."