What they wanted...
Sian from the Choowee Cookie Company wanted A brand that feels more consistent (without losing the homemade, down-to-earth personality people love). Visual assets that don’t look like every other bakery on Instagram (hello, illustrations). More confident marketing - with campaigns planned in advance, not dreamed up in the car between those all important cookie deliveries deliveries; and support to bring The Cookie Project back into the spotlight and tell the story properly.
What they really meant...
Choowee wasn’t short on charm… it was short on consistency and direction.
Behind the scenes, the messaging was at risk of becoming too dependent on Sian’s natural personality - which is brilliant, but perhaps not always structured enough to build the more premium, established feel Choowee needed for growth.
The real challenge wasn’t creativity, but clarity and alignment. We needed to make sure everything was heading in the right direction: the right Choowee story, the right tone of voice, and language that felt “on brand”. Because when you’re aiming for bigger venues, stockists and partnerships, “Sian the cookie lady” isn’t enough on its own. The brand needs to sound established, look intentional, and show up consistently.
What we agreed to do...
- Refine and develop the brand guidelines so the look-and-feel stays consistent across every channel.
- Build out a bespoke illustration style (with a growing library of on-brand assets) to add personality and recognisable touch points.
- Research and shortlist awards and opportunities that fit Choowee’s category and ambitions (plus what’s needed to enter).
- Create a quarterly campaign planning framework to shape social content, blogs and newsletter activity in a way that supports sales and growth.
- Support the reintroduction of The Cookie Project with clearer storytelling, campaign assets and content direction.
So we got to work!
We started with the foundations: what Choowee is (and what it definitely isn’t). That meant sharpening the brand story and tone of voice so everything feels warm, playful and welcoming… not corporate, not salesy, and never “copy-paste bakery”.
Next came the visuals. The goal wasn’t a full “reinvention”, it was to make Choowee more recognisable, more ownable, and more consistent. The illustration style became a key part of that: a way to add character and storytelling without relying just on photography or generic stock graphics or templates.
From there, we moved into marketing structure. We built a quarterly planning approach that balances the everyday (product posts, events, stockists) with the bigger picture (campaign themes, seasonal moments, PR opportunities, and content that builds brand equity over time). Instead of constantly asking “what shall we post this week?”, Choowee can now work from a plan, with space left for spontaneity when something fun pops up.
Alongside that, we researched awards and opportunities that could give Choowee added credibility - the kind of “proof” that helps in wholesale conversations and partnership pitches. And finally, we helped bring The Cookie Project back into focus: not as a side note, but as a core story about community, creativity, confidence and baking together.
- A clearer brand toolkit that makes content creation quicker (and more consistent).
- Quarterly campaigns that guide what content is for: awareness, engagement, traffic, or sales.
- Awards/PR planning that supports growth and opens doors.
Did it work?
Impact:
Working with Knapton Wright on The Cookie Project campaign has been such a positive experience. They completely understood the heart behind the project and helped bring our vision to life in a way that felt authentic, thoughtful and genuinely aligned with our brand. “From designing the logo and refining the messaging, to handling PR announcements and e-comms, they brought everything back to basics and helped us clearly communicate what the Cookie Project is truly about: community, kindness and helping others. “The Cookie Project means a lot to us because it reflects the value at the centre of Choowee: creating connections, supporting communities, and using our business to make people feel seen and valued. Knapton Wright understood that from day one and translated it into a campaign that feels warm, professional and impactful. Their creativity, organisation, and ability to tell our story meaningfully have helped launch The Cookie Project into the world with real purpose, we’ve already had two more project bookings! We're so excited for what's to come.
Sian Potter, Founder, The Choowee Cookie Company
However, there were other benefits...
The biggest win wasn’t “more content” - it was less chaos.
With a clearer brand framework and stronger visual consistency, Choowee can show up across socials, blogs and email without second-guessing every decision. The illustration style has also given the brand its own visual shorthand, small touchpoints that make posts instantly recognisable (even in a busy feed).
And because the social media marketing is now planned in quarters, the business can act like a growing brand. Seasonal launches can be prepared properly, partnerships can be explored earlier, and PR opportunities (including awards) can be approached with intent, rather than as an afterthought.
