The refresh puts the cookie in the logo, on the box and at the heart of the new brand platform, “Always Warm Since 2003”, alongside a new heated catering box that keeps cookies warm for up to three hours

NEW YORK, Nov. 10, 2026 /PRNewswire/ — Insomnia Cookies, the beloved late-night bakery brand known for delivering warm cookies for the moments when they’re needed most, has just unveiled a bold new brand identity. The refresh introduces a new logo featuring a photograph of a real, half-eaten chocolate chunk cookie, along with updated packaging, typography and color palette, all brought together under the brand platform “Always Warm Since 2003.”

The new look also introduces a brand new innovative heated catering box that keeps cookies warm, soft and melty for up to three hours, bringing Insomnia’s signature fresh-from-the-oven experience to celebrations, gatherings and occasions beyond the bakery.

“When I started Insomnia Cookies in 2003, the idea was simple: deliver warm, delicious cookies when people wanted them most,” said Seth Berkowitz, Founder and CEO of Insomnia Cookies. “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. 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.”

A New Look Inspired by What Customers Love Most
Developed in partnership with creative agency &Walsh, the refreshed identity was shaped by consumer research with Gen Z and millennial participants, which revealed that customers associate Insomnia with more than just cookies. Warmth, comfort and nostalgia emerged as recurring themes, with customers recalling the specific memories and loved ones connected to their Insomnia experiences.

Those insights led to an identity that puts the cookie itself at the center. Replacing the illustrated Cookie Moon logo, the new mark features a real, partially eaten chocolate chunk cookie, melted chocolate and all, capturing the indulgent, craveable experience fans adore and bringing the product into sharper focus.

The updated visual identity also includes:

• Refreshed color palette: Insomnia’s signature purple remains, now complemented by warm, cookie-inspired browns, neutrals and vibrant accent colors.
• Bold new typography: Heavy display lettering adds playful personality, balanced by warm serif and clean sans serif typefaces.
• Redesigned packaging and photography: New cookie boxes pair with irresistible cookie close-ups and lifestyle imagery showing the many moments when customers reach for Insomnia.

Bringing the Warmth Beyond the Bakery

As part of its next chapter, Insomnia is introducing a new heated catering box, bringing its signature warm-cookie experience to larger gatherings, from office celebrations and birthday parties to holiday events and tailgates.

The custom-engineered box is designed to keep cookies warm, soft and melty for up to three hours after leaving the bakery, ensuring that every bite delivers the same fresh-from-the-oven experience Insomnia is known for.

The heated catering box is included at no additional cost with Insomnia’s 50- and 100-cookie catering packs, making it easier than ever to share the brand’s signature warm cookies with a crowd.

Insomnia’s new look is debuting now across the brand’s more than 375 bakeries, packaging and digital platforms. While the physical appearance may be new, the promise that built Insomnia into a beloved phenomenon remains the same: cookies that are always warm.

About Insomnia Cookies
Founded in 2003 by Seth Berkowitz while attending the University of Pennsylvania, Insomnia Cookies is known for delivering warm, delicious cookies to customers, including late into the night. What began as a late-night cookie delivery concept has grown into a bakery brand with more than 375 locations across the United States, Canada and the United Kingdom. From classic cookies and decadent desserts to catering and gifting, Insomnia Cookies continues to bring warm-cookie experiences to customers for life’s everyday moments and special occasions. For more information, visit www.insomniacookies.com.

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SOURCE Insomnia Cookies