Refreshing the Cookie Jar Brand
A visual identity refresh to make the small Facebook-based cookie business feel more polished, trustworthy, and ready to grow.
ASK: Let’s level up the cookie brand to feel more professional
CHALLENGE: The business looks homemade, which limits trust and growth
INSIGHT: Brand feels hidden; customers love the product, People judge food brands by their visual identity
SOLUTION: Redesigned the logo, added social platforms, and visual system to feel polished and cohesive
IMPACT: The brand feels more legit and recognizable resulting in stronger identity, engagement, and reach
Ask.
Level up the cookie brand to feel more professional.
Challenge.
The business looks homemade, which limits trust and growth.
Finding #2
Insight.
Research Objective
Understand how people perceive the Cookie Jar brand online and what might hold it back from attracting more customers.
Finding #1
Customers love the cookies themselves and think they look delicious. However, the brand’s current logo and visuals feel homemade and inconsistent. People mentioned that it’s hard to tell if the business is “professional” or a “scam”. This makes the brand feel less trustworthy and easier to scroll past on social media.
The business currently operates exclusively on Facebook, limiting its exposure to potential customers. Competitors with multi-platform presences, including Instagram and TikTok, appear more visible and engaging. Focus group participants noted that they would expect to find the brand across multiple social channels, especially for food content.
Methodology
Focus Groups
Conducted two informal focus groups with potential customers to gather qualitative feedback on the logo, colors, and overall brand impression. Participants shared their first impressions, perceived professionalism, and appeal of the brand.
Visual Review
Analyzed the current Facebook page, including past posts, imagery, and graphics, to evaluate consistency, clarity, and overall brand presentation.
Insight #1
A polished, cohesive visual identity will help the brand appear more professional and trustworthy, making it easier to attract and engage new customers.
Insight #2
Expanding the brand’s presence to additional social media platforms will increase visibility, engagement, and overall growth potential, while reinforcing the refreshed brand identity.
Overall Impact
By refreshing the visual identity and expanding to multiple social platforms, the Cookie Jar brand will feel more professional, trustworthy, and appealing. This strategy increases awareness, strengthens engagement with potential customers, and positions the business for sustainable growth beyond its current Facebook presence.
Solution.
Why this works.
The brand now has a scalable digital presence, cohesive identity, and stronger emotional connection with customers while remaining authentic and personal.