Famous Amos is a bite-size crunchy cookie brand with an incredible origin story. Founder Wally Amos was a true original—a music talent agent in Hollywood, “famous” for bringing fresh baked cookies to meetings with artists and reps. He opened the original Famous Amos location on Sunset Blvd. in Hollywood, with investments from artists & icons like Marvin Gaye and Helen Reddy. We helped them reclaim their roots and evolve their brand expression: from today’s east-coast, cookie-cutter-classic vibes, to a cornucopia of west coast cookie energy; inspired by the unmistakable personality & style of Wally Amos.
We simplified the Famous Amos logo as a nod to some of their classic wordmarks, and for better clarity and functionality at small sizes and in digital formats.
We celebrate the Famous Amos west coast heritage with a refreshed color palette and two new typefaces.
Roko (created by Erik Marinovich) is their primary brand typeface. It’s a nod to 70’s-era Los Angeles and the stamps featured on the original Famous Amos packaging.
Roko is accompanied by Sunset Script – a custom script (designed by Eko Setiawan) that acts as a tasty extension of their wordmark.
Wally loved (and ultimately relocated to) Hawaii, and could usually be seen sporting a variety of Hawaiian shirts. We honored his signature style with new accent colors and a library of illustrated patterns, featuring hidden cookies and chocolate chips throughout. Each pattern is tile-able and available in several colorways.
Famous Amos cookies are bite-size, crunchy, and meant to be enjoyed by the handful. We show that off through artwork made from piles of cookies—cookie patterns, cookie drops, cookie cutouts—each treatment dialing up the big taste in every bite. The new kit of parts will be rolling out across the Famous Amos brand world, including new packaging, site, social and OLA applications.