The Miami-based Doughees cookies and sweets company saw much of its success due to the viral nature of their Instagram posts. But while cookie-porn helped them catch the eye of more than one customer, the logo and packaging lacked personality and wasn’t helping build any brand equity. For a brand that was sold at Saks and saw widespread distribution through QVC, that couldn’t stand. They wanted memorable branding that was a little rap music mixed with a Quentin Tarantino flair.

The resulting Doughees logo we created has an unmistakable point of view with staying power. We started with retro colors inspired by Miami sunsets, a plump typeface often associated with ‘70s graphic tees and also used a lot in hip hop designs, and of course, the feel of gooey cookie dough. Next on the list was creating and developing the brand personality and tone of voice throughout all the brand touch-points: packaging, flyers, social media posts, newsletters, and even rebranded their product names to play off popular song titles.