CASE STUDY

DoughRayMe

BRAND STRATEGY, CREATIVE DIRECTION, GRAPHIC DESIGN, BRAND CAMPAIGN

DoughRayMe Fine Baked Goods was conceived as a gourmet cookie brand tailored to the sweet eating habits of the discerning Barneys New York/Neiman Marcus consumer. Developed as a bite-sized treat made of top-tier ingredients, DoughRayMe was introduced into the New York metropolitan market in 2001 and quickly became a favorite of fashionistas everywhere. Each cookie was named after a fabulous woman in Jon’s life, so that DoughRayMe felt like an homage from a man to the women he loved.

We worked with them on brand positioning and to create a witty and high-end voice, graphic design, cookie menu, packaging and in the art direction of a photographic advertising campaign for this regionally loved brand. Sadly, head cookie baker Jon Chazen retired, leaving cookie eaters everywhere longing for a triple ginger cookie. Yummy!

“Beth is a wonderful designer + branding person. She painstakingly went over the logo + system design, colors,+ branding elements in order to present my company to the world in the way that I saw it. All of my customers love how playful and delicious everything looks!”

Jon Chazen, Head Cookie Baker, DoughRayMe

mercurylab  NYC + London
transformational branding + communications


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