Crumb Joy
About the Brand
Crumb Joy is a cookie brand born from the childhood dream of two lifelong friends, Ana and Pedro, who always loved baking together. After years in corporate jobs, they decided to follow their passion for sweets. Inspired by childhood memories of watching Sesame Street and enjoying homemade cookies, they created the brand to bring that same sense of comfort and joy to others.
"What inspires us is seeing the smile on people's faces when they taste our cookies."
The tagline, "Joy in Every Crumb," comes directly from the brand’s name. "Crumb Joy" combines "crumb"—a nod to the crunchy texture of cookies—with "joy," capturing the pleasure their cookies bring. They chose this name because they believe that even the smallest things—like cookie crumbs—can bring great happiness.
Ana and Pedro wanted Crumb Joy to have a mascot, so we took inspiration from Sesame Street’s Cookie Monster, their favorite childhood character, to create Joyzinho, the brand’s playful mascot.
Born from nostalgic memories, Joyzinho embodies their passion for cookies and the joyful spirit they want to share with customers. He reinforces the brand’s fun and nostalgic tone and, just like Cookie Monster, connects with customers to create happy memories.
Crumb Joy’s verbal communication was carefully crafted to reflect its playful, creative, and cheerful personality. This approach not only captures the essence of the brand but also builds an emotional bond with customers, making their experience more engaging and memorable.
Every phrase was chosen to convey a warm and fun tone, aligning with Crumb Joy’s mission: to bring smiles and happiness through its delicious cookies.
