Dirty Dough
Cookies Branding
Dirty Dough was a quick turnaround branding project. They needed a logo, packaging design, digital ads, social media posts and a website. What started with branding turned into creative campaigning and crisis management. My team and I helped Dirty Dough respond to a lawsuit with the unforgettable #utahcookiewars campaign that made headlines across the United States. You can read a full case study on that here.
Concepting: The first stage was creating lofi logo concepts. I created several options and narrowed it down to the top few and presented them to the client. They wanted to mash up a couple of the concepts and from this the official logo was developed
Full Design and Style Guide: From the logo concepts I created a final version and also created the style guide for the logo and brand. This detailed out all the rules for the logo, the brand colors, brand typography, Interior design guidelines, and packaging design. A website was also created.
Branding: Using the established style guide and logo I created a marketing campaign. This included billboards, digital ads, social ads, packaging design, food truck design.
Lawsuit Campaign: We were thrown a marketing curveball when Dirty Dough was sued by Crumbl a larger and more established cookie company. My team and I came up with the concept to embrace the controversy and own the lawsuit and make it work to Dirty Dough’s advantage. The campaign #utahcookiewars made national news and received a lot of publicity coverage. You can read a full case study on that here. My team also developed concepts for a video campaign embracing the lawsuit underdog narrative.
12 Billboards across Salt Lake and Utah Counties
#UtahCookieWars Facebook and Instagram post impressions 113,330
11.3% increase of share of voice for #UtahCookieWars
23.1% increase in share of voice for Dirty Dough
368% increase in followers on Facebook
188% increase in followers on Instagram
3,972% increase on profile views on TikTok
