This was fun! The American Cookie Company was a start-up business that completely lacked any image. The owner – six foot eight Ted Jensen – is probably the most passionate business owner we’ve ever met and we knew that it was crucial to portray that quirky passion in the work.
After spending five minutes with business owner "Big Ted Jensen" it was obvious to us that the brand needed to reflect his passion and charm.
So we developed a brand that not only looked terrific but also has a great tone of voice – or more accurately, Ted's tone of voice. To achieve this we used his image as the logo and changed the company name to Big Ted's American Cookies.
Ted is passionate about his product, and the cookie recipes he uses came from his Grandmother. He is a real storyteller and we tried to reflect this by creating a lively, typographical conversation throughout all the materials.
We’re very proud of the result – as Ted would say, it was real snickerdoodle dandy!