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CASE Study

Cookies By Freddie

About CLient

  • Project Duration: 2 Months
Cookies By Freddie is a beloved bakery business located in the Baton Rouge area, specializing in delicious cookies and other bakery items. The brand is named after its founder, Freddie, who wanted to share her story and passion for baking with the world. Freddie aimed to make cookies a staple dessert at weddings and other special occasions, promoting a culture where cookies are seen as an elegant and essential treat. Despite the high quality of her products, Freddie faced significant challenges with inconsistent branding, a non-user-friendly website, and poor customer engagement. Recognizing these issues, we embarked on a comprehensive rebranding project to revitalize Cookies By Freddie's market presence and enhance its digital and physical footprint.
CLIENT

Cookies By Freddie

SERVICES PROVIDED

Rebranding (brand colors, brand cause, brand vibes, brand tone), Website Redesign, Social Media Creative/Artworks, Digital and Physical Marketing

INDUSTRY

Cookies and Bakery Items

PLATFORM

www.cookiesbyfreddie.com

Pain Points

Before our intervention, Cookies By Freddie faced several critical pain points:

  • Brand Got No Feelings: The brand lacked emotional connection with its audience, making it hard for customers to relate to and remember the brand.
  • Weak Customer Relationships: There was a noticeable disconnect between the brand and its customers, affecting customer loyalty and engagement. The brand’s communication did not effectively foster a sense of community or loyalty.
  • Ineffective Logo Redesign: Previous attempts to change the logo disrupted the brand’s intent and coherence, failing to convey the desired message to the target audience.
  • Inconsistent Brand Experience: The brand experience, including colors and name, lacked consistency and failed to convey a unified message. This inconsistency hindered the brand’s ability to establish a strong market presence.
  • Unfriendly Brand Tone: The previous brand tone and touch were not customer-friendly, both in terms of brand communication and SEO performance. The brand’s online presence was not optimized to attract and retain customers.

Goals

  • Enhance Brand Identity: Create a cohesive and appealing brand identity that resonates with customers and differentiates Cookies By Freddie from competitors.
  • Improve Website Functionality: Develop a user-friendly and visually appealing website that effectively showcases the brand’s products and story.
  • Strengthen Customer Relationships: Foster a strong emotional connection between the brand and its customers, encouraging loyalty and engagement.
  • Increase Brand Visibility: Improve SEO and digital marketing efforts to increase the brand’s online visibility and attract more customers

Strategy

Research & Discovery

We began with a comprehensive research and discovery phase. Our team conducted an in-depth analysis of the cookies and bakery items industry to understand market trends, customer preferences, and competitive strategies. We closely monitored successful competitors, analyzing their market positioning, brand strategies, and customer engagement tactics. This competitive analysis provided valuable insights into what makes a brand stand out in the bakery industry. We also conducted surveys and focus groups to gather direct feedback from customers, which helped us identify key areas for improvement in Cookies By Freddie’s brand and website.

Branding Strategy / How We Helped:

Based on our research findings, we executed a detailed branding strategy to address the identified pain points and achieve the project goals:

  1. New Packaging: We designed new packaging for Cookies By Freddie’s products, including boxes, shirts, banners, and pamphlets. The packaging was designed to be both functional and visually appealing, enhancing the overall customer experience.
  2. Logo Design: We created a new logo that reflects the brand’s essence. The logo features an emblem representing cookies, symbolizing the brand’s core product and its elegant presentation.
  3. Brand Colors: We established a cohesive color scheme that aligns with the brand’s values and enhances its visual appeal:
    • 70% Brown: Indicating the richness and warmth of cookies and baked items.
    • 20% Golden: Indicating the elegance of the brand, reflecting its upscale positioning for special occasions.
    • 5% White: Adding a touch of purity and simplicity.
    • 5% Black: Providing contrast and sophistication.
  4. Website Redesign: The website underwent a complete transformation to become a modern, responsive, and user-friendly platform. Key improvements included:
    • Enhanced Navigation: We restructured the website’s navigation to make it intuitive and easy for users to find the information they need.
    • Aesthetically Pleasing Visuals: We incorporated high-quality images and engaging visuals that reflect the brand’s new identity.
    • Functional Enhancements: We optimized the website for mobile devices, ensuring a seamless user experience across all devices. We also improved the website’s loading speed and integrated advanced SEO practices to boost its search engine ranking.
    • Content Strategy: We developed a content strategy that included informative and engaging content tailored to the needs and interests of Cookies By Freddie’s target audience. This included blog posts, product descriptions, and customer testimonials.

Implementation

  • Social Media Creative/Artworks: To support the new brand identity, we developed a comprehensive suite of social media creatives and artworks. This included:
  • Product Imagery: High-quality images of Cookies By Freddie’s products that highlight their features and benefits.
  • Promotional Content: Engaging promotional content for use across various marketing channels, including social media, email newsletters, and print materials.
  • Social Media Assets: Visual and textual content designed to enhance Cookies By Freddie’s presence on social media platforms and drive engagement with the target audience.

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