Bringing a unified identity
Bringing a unified identity
Bringing a unified identity
Across 13 markets
Across 13 markets
Across 13 markets
191 pages at launch
191 pages at launch
191 pages at launch
Expanded to 260 pages and GTM toolkit
Expanded to 260 pages and GTM toolkit
Expanded to 260 pages and GTM toolkit
13 markets
13 markets
13 markets
85 cookie stores 26 social media profiles 12 websites
85 cookie stores 26 social media profiles 12 websites
85 cookie stores 26 social media profiles 12 websites
Experience:
Experience:
Experience:
A multi year effort to give a clear, unmistakable brand system
A multi year effort to give a clear, unmistakable brand system
A multi year effort to give a clear, unmistakable brand system
Crafted the Brand Guidelines
Crafted the Brand Guidelines
Crafted the Brand Guidelines
Why and what
Why and what
Why and what
Starting with the why
The brand felt fragmented across markets. We needed a single story, a unified voice, and clear guardrails.
In September 2021 I began the development of the Brand Book: a playbook that defined our brand identity, visual system, and voice.
The Brand Book. our blueprint for identity
A guide to who we are, our values, how we show up in the world, and the promise we make to our customers.
191 page Brand Book at launch
Structured to be used daily
Clear rules for identity, tone of voice, photography, illustration, social media, print, store environments, packaging and uniforms
Starting with the why
The brand felt fragmented across markets. We needed a single story, a unified voice, and clear guardrails.
In September 2021 I began the development of the Brand Book: a playbook that defined our brand identity, visual system, and voice.
The Brand Book. our blueprint for identity
A guide to who we are, our values, how we show up in the world, and the promise we make to our customers.
191 page Brand Book at launch
Structured to be used daily
Clear rules for identity, tone of voice, photography, illustration, social media, print, store environments, packaging and uniforms
Starting with the why
The brand felt fragmented across markets. We needed a single story, a unified voice, and clear guardrails.
In September 2021 I began the development of the Brand Book: a playbook that defined our brand identity, visual system, and voice.
The Brand Book. our blueprint for identity
A guide to who we are, our values, how we show up in the world, and the promise we make to our customers.
191 page Brand Book at launch
Structured to be used daily
Clear rules for identity, tone of voice, photography, illustration, social media, print, store environments, packaging and uniforms
Rollout and evolution
Rollout and evolution
Rollout and evolution
Rolling it out
Trained over 30 team members across operations, marketing, and finance on 10 Core Brand Elements and 6 Brand Applications
Group sessions and market specific conversations to embed the new identity in daily decisions
Evolving with purpose
2023 Added a full Go To Market Strategy toolkit including: market analysis, positioning, and launch playbooks
2024 Added Packaging Design Guidelines detailing: on or off brand filters, innovation section "When and why"
The Brand Book grew to 260 pages, each one documenting how the brand should look, feel, and act.
Rolling it out
Trained over 30 team members across operations, marketing, and finance on 10 Core Brand Elements and 6 Brand Applications
Group sessions and market specific conversations to embed the new identity in daily decisions
Evolving with purpose
2023 Added a full Go To Market Strategy toolkit including: market analysis, positioning, and launch playbooks
2024 Added Packaging Design Guidelines detailing: on or off brand filters, innovation section "When and why"
The Brand Book grew to 260 pages, each one documenting how the brand should look, feel, and act.
Rolling it out
Trained over 30 team members across operations, marketing, and finance on 10 Core Brand Elements and 6 Brand Applications
Group sessions and market specific conversations to embed the new identity in daily decisions
Evolving with purpose
2023 Added a full Go To Market Strategy toolkit including: market analysis, positioning, and launch playbooks
2024 Added Packaging Design Guidelines detailing: on or off brand filters, innovation section "When and why"
The Brand Book grew to 260 pages, each one documenting how the brand should look, feel, and act.
Impact of the Brand Book
Impact of the Brand Book
Impact of the Brand Book
At the Heart of The Brand
Brand recognition
Turned scattered touchpoints into one clear identity
Tracked social mentions, website traffic, press, and new market launches
Weighted the metrics and saw roughly 20% overall lift in brand recognition
Customer loyalty
Customers stopped just buying cookies. they started buying into the story
Repeat purchases increased in key markets after rollout
Every touchpoint. packaging, ads, stores, website carried the same promise
Strategic alignment
Gave teams from Tokyo to Paris one shared playbook
Cut time spent “reinventing” assets. More reuse, less confusion
Freed people to focus on execution instead of debating basics
The bigger picture
The real win was perception. The brand felt clearer and more confident
New and existing markets used the Brand Book as their reference in reviews
When the brand spoke with one voice, it was finally heard more clearly
At the Heart of The Brand
Brand recognition
Turned scattered touchpoints into one clear identity
Tracked social mentions, website traffic, press, and new market launches
Weighted the metrics and saw roughly 20% overall lift in brand recognition
Customer loyalty
Customers stopped just buying cookies. they started buying into the story
Repeat purchases increased in key markets after rollout
Every touchpoint. packaging, ads, stores, website carried the same promise
Strategic alignment
Gave teams from Tokyo to Paris one shared playbook
Cut time spent “reinventing” assets. More reuse, less confusion
Freed people to focus on execution instead of debating basics
The bigger picture
The real win was perception. The brand felt clearer and more confident
New and existing markets used the Brand Book as their reference in reviews
When the brand spoke with one voice, it was finally heard more clearly
At the Heart of The Brand
Brand recognition
Turned scattered touchpoints into one clear identity
Tracked social mentions, website traffic, press, and new market launches
Weighted the metrics and saw roughly 20% overall lift in brand recognition
Customer loyalty
Customers stopped just buying cookies. they started buying into the story
Repeat purchases increased in key markets after rollout
Every touchpoint. packaging, ads, stores, website carried the same promise
Strategic alignment
Gave teams from Tokyo to Paris one shared playbook
Cut time spent “reinventing” assets. More reuse, less confusion
Freed people to focus on execution instead of debating basics
The bigger picture
The real win was perception. The brand felt clearer and more confident
New and existing markets used the Brand Book as their reference in reviews
When the brand spoke with one voice, it was finally heard more clearly
Testimonial
Testimonial
Testimonial
Mrwaa has proven to be a highly effective brand manager with a sharp and intuitive understanding of brands. She brings a digital first mindset to every brief, which is invaluable for creating meaningful engagement.
Most importantly, she understands how to use a brand’s DNA and personality to shape a truly on brand customer experience across retail and digital touchpoints. Working with her is always clear, focused and energising.
Over the five years we have collaborated, I have seen her go from strength to strength as she has moved into her role as Group Brand Manager. She leads with confidence, listens carefully, and brings a strong point of view to every discussion. I have every expectation that she will continue to excel in whatever opportunity she chooses next.
Mrwaa has proven to be a highly effective brand manager with a sharp and intuitive understanding of brands. She brings a digital first mindset to every brief, which is invaluable for creating meaningful engagement.
Most importantly, she understands how to use a brand’s DNA and personality to shape a truly on brand customer experience across retail and digital touchpoints. Working with her is always clear, focused and energising.
Over the five years we have collaborated, I have seen her go from strength to strength as she has moved into her role as Group Brand Manager. She leads with confidence, listens carefully, and brings a strong point of view to every discussion. I have every expectation that she will continue to excel in whatever opportunity she chooses next.
Mrwaa has proven to be a highly effective brand manager with a sharp and intuitive understanding of brands. She brings a digital first mindset to every brief, which is invaluable for creating meaningful engagement.
Most importantly, she understands how to use a brand’s DNA and personality to shape a truly on brand customer experience across retail and digital touchpoints. Working with her is always clear, focused and energising.
Over the five years we have collaborated, I have seen her go from strength to strength as she has moved into her role as Group Brand Manager. She leads with confidence, listens carefully, and brings a strong point of view to every discussion. I have every expectation that she will continue to excel in whatever opportunity she chooses next.
Lori Rosenwasser
Lori Rosenwasser
Lori Rosenwasser
Brand Strategist & Advisor
Brand Strategist & Advisor
Brand Strategist & Advisor
More to explore
More to explore
More to explore
Available for work
Available for work
Available for work
Available for work