Brand Identity

Newlight began in a Hamptons kitchen and quickly grew into a premium artisan brand serving the East End and beyond. 

We helped shape a brand rooted in craftsmanship, community, and that unmistakable laid-back spirit. 

Newlight Breadworks

Brand Strategy + Identity

Part science, part magic, all delicious. Our hidden “sweet-easy” unlocked with a secret password and cookie creations you can’t get anywhere else.

 In-Store Speakeasy Experience

Package Design

Cookies inside ice cream!? To launch their latest mashup, we served up an ASMR-inspired campaign that looks sweet and sounds dreamy.

New Product Launch Campaign

After a deep dive into the audience and more than a million calories later, we learned late-night cookies aren’t just for college kids. From nurses to lawyers to gamers and firefighters, we tapped into the night owl in all of us.

2023 Brand Campaign

Spring Product Launch Campaign

While other brands chased clout, we chased it with milk. The Real as it Gets campaign cut through perfectly curated content by keeping it real and connecting with cookie fanatics.

2025 Brand Campaign

Food + Beverage

Retail + E-commerce

Insomnia Cookies

New York Islanders

Cade

Brand Strategy

Brand Messaging

Brand Architecture

Design + Identity

Logo Design

Brand Management

Merchandise + Apparel

Campaign Development

Naming

Packaging

Digital Marketing

Content Creation

Social Media

Experiential + Events

Video + Animation

Photography

Motion Design

For the New York Islanders 50th season, we didn’t just design an identity, we lived it—digging through archives, standing shoulder-to-shoulder with fans, and soaking up the spirit of Long Island. The campaign evolved across the season, capturing Isles pride from the first puck to the final horn.

Newlight Breadworks

Overview

Brand Identity

Next Clients

Services

Services