Building a Brand People Crave

That Cookie Guy came to life with a great name, a strong personality and, frankly, some of the best cookies you’ll ever eat. Founder Ryan approached me looking for a brand that felt as cheeky and approachable as he is, while still being polished enough to support a growing food business and a serious online presence.

The brand direction leaned into character-led storytelling, with the creation of a custom mascot logo featuring a cookie face treated with a retro-inspired aesthetic. The result is playful without being childish, memorable without feeling gimmicky, and instantly recognisable in a crowded artisan food market. The visual identity strikes a balance between fun and credibility, allowing the brand to appeal to both casual customers and stockists alike.

From there, the brand was rolled out across a full suite of assets, including packaging design, social media visuals, a custom online store, and a physical shopfront. Every touchpoint was designed to feel cohesive and considered, ensuring the brand experience was consistent whether customers were buying online, scrolling Instagram or visiting in person.

The outcome is a distinctive, personality-driven food brand that feels confident, scalable and unmistakably That Cookie Guy. One that matches the quality of the product itself and gives the business a strong foundation to grow within Adelaide’s competitive artisan food scene.