The project is an egg cookie branding, inspired by a Japanese company, which uses a unique strategy of saying “thanks” to the cookie, treating it as a living being. Based on an experiment that has proved how insects live longer in good (word) breath filled plastic bag than bad breath, the company believes in and suggests the power of positive words. I have created the name “Thanks” since it is the main concept of the brand, and also it makes people inevitable to say the word “thanks” regarding the cookie. Then, for the brand identity, I made the logo to look like an egg shape with circular forms of the typography and the shape. Also, I included a speech bubble as a secondary visual identity for the brand is closely related to the matter of language. The speech bubble sometimes contains various hand-written words “thanks” to represent the quantity of the word, and sometimes, is used as delivering other messages for the customers. For the packaging, I made three different boxes aiming for different age groups of the customers. First, the big box is for older group; it consists in-depth explanation of the brand. Second, the medium size box is for young adults or teens; it is a post card size box that encourages people to send warm thankful words to others. They can write on the box and use it as a gift. Finally, the smallest box is for kids; it has playful aspect of hidden stickers inside. The letter stickers consisting the letters of “thanks” and Japanese emoticon faced stickers are mixed, and once one collect all the letters for “thanks” he or she can get a free box of the cookie. This event is a fun advertisement, at the same time letting children learn the good word, “thanks.” In addition, for the advertisement, I have made not only the motion but also the lyrics of the song. I sang the song myself with my converted voice and embedded it as the background music.