Insomnia Cookies, a brand born from innovation (or cookievation, as insiders say) and fueled by a cult-like following of late-night sweets lovers, set out to launch its first immersive retail experience—in the very city where it all began.
Tucked between the legendary Pat’s and Geno’s cheesesteak spots in Philly’s East Passyunk neighborhood sits an unassuming Insomnia Cookies bakery… with a secret. Step through a hidden bookcase door and you’ll find the CookieLab—a speakeasy for sweets. Even Wonka himself couldn’t have imagined these next-level cookie creations and milkshakes.
To bring the CookieLab to life, we needed strategic, experience-led thinking—spanning everything from interior design and decor to menu layout, merch display, and content capture. I played an integral role in leading the creative direction of the space, translating our founder and CEO’s vision into a tangible brand experience where customers could taste test new flavors of the week and dream up their own custom combinations.
From the design and production of the bookcase door (a nod to the UPenn dorm room where Insomnia was born), to the marketing strategy, menu development, and launch promotions—I helped shape a flagship destination worthy of the cookie cult it serves.
