Cookie MO

Founding, branding and running a small-batch bakery from the ground up.

"A MO'st Have" Overview CookieMo is a cookie brand I founded at 17 during quarantine, built from the ground up as both a product and a personal creative project. The goal was to create not just a product, but an experience, combining craftsmanship, visual identity, and emotional connection. Role & Scope I led all aspects of the business, including product development, branding, operations, marketing, and customer experience. This involved creating recipes, managing production, sourcing materials, designing packaging, organising deliveries, and building the brand’s full digital presence. Approach CookieMo was designed as a story-driven brand, blending aesthetic presentation with quality and personalisation. I developed a rotating menu of over 20 flavours, alongside a strong social media strategy focused on building community and emotional engagement. Following early traction, I led a full rebrand to better align the brand with market trends and customer expectations. This included redefining the visual identity, tone of voice, content strategy, and overall customer experience, as well as directing photoshoots and campaigns. Outcome The rebrand resulted in significant growth: - Weekly sales increased from 100 to 300 cookies - Social media reach grew by 464% - Engagement increased by 735% - Post interactions rose by 2,225% within one month The brand also expanded into partnerships with school cafeterias and collaborations for events and giveaways. Reflection CookieMo was my first experience building a brand end-to-end. It shaped my understanding of how product, identity, communication, and community must work together. While the brand is currently paused, it remains a project I plan to revisit and evolve with a more refined strategic and design approach