Doccé
CPG | DTC & RETAIL | LAUNCH
SCOPE
Brand Strategy
Voice & Messaging
Visual Identity System
Packaging Design
Website Design
Social Media Guides
Sales Materials & Templates
MY ROLE
Collaborated on brand strategy & positioning. Led & executed identity development, brand eco-system, messaging, illustration, packaging, website design, and launch-ready brand systems.
MODERN
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BOLD
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PLAYFUL
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MODERN | BOLD | PLAYFUL |
When the founders of Docce approached us, they had a unique product, deep experience in consumer packaged goods, and valuable retail relationships—but no brand.
Their goal was to introduce a premium Greek cookie to the American market and earn placement with specialty retailers and national chains. To do that, they needed more than attractive packaging. They needed a story, a personality, and a clear position within a crowded category.
The challenge was surprisingly philosophical.
We live in a culture obsessed with optimization. Every meal is scrutinized. Every indulgence is negotiated. Every pleasure seems to come with a disclaimer.
So where does a decadent cookie fit into modern life?
Rather than competing with wellness culture, we chose to challenge the assumption that every choice needs to be justified. We built a brand around a simple belief:
Joy deserves a place at the table.
THE OPPORTUNITY:
Setting the Table
THE FOUNDATION:
A Sweet Invitation
We began with a Deus Marca North Star Brand Map, establishing the strategic foundation for the business and defining the brand's values, audience, positioning, personality, and long-term goals.
Together, we explored the tension at the heart of the product: indulgence and balance.
What emerged wasn't simply a cookie brand.
The result was a brand strategy centered around generosity, connection, celebration, and the idea that life's sweetest moments are often the ones we share. Most importantly, Doccé became an invitation to stop treating pleasure like a reward and start treating it like part of a life well-lived.
Every decision that followed—from visual identity to packaging copy—was designed to support that core belief
CONCEPT DEVELOPMENT
ROUTE 01: PERMISSION TO INDULGE
“Dive Into Deliciousness”
This direction targeted active, health-conscious consumers who occasionally give themselves permission to indulge. The visual language centered around movement, playfulness, and the idea that enjoying a treat should never come with guilt.
Using the strategic foundation as a guide, I developed three early creative territories—each testing a different emotional and strategic direction for the brand.
Exploratory rather than fully realized identities, these concept routes allowed us to evaluate how different stories, visual languages, and customer motivations might shape the future of Doccé.
ROUTE 02: THE ART OF BALANCE
“Life Is a Joyful Balancing Act”
Inspired by hospitality, elegance, and Greek heritage, this concept explored the balance between wellness and pleasure. The visual system featured graceful illustrations and subtle Mediterranean influences, while the messaging began introducing themes of hosting, generosity, and celebration.
While Route 02 helped establish the emotional tone and personality that would eventually shape the brand voice, the visuals of Route 03 provided a stronger platform for long-term storytelling and shelf presence. Its distinctive visual language felt both memorable and scalable, helping the founders immediately envision the future of the brand.
Their reaction was simple:
"This feels right. We feel really confident selling this product."
ROUTE 03: HOSPITALITY MADE TANGIBLE
“Handcrafted Indulgence From Our Table To Yours”
This direction focused on the handmade nature of the product and the act of giving. Bold illustrated hands became a visual symbol for craftsmanship, hospitality, connection, and generosity—creating a flexible system capable of expanding across packaging, digital experiences, and future brand touchpoints.
FINDING THE VOICE
The visual identity gave Doccé a recognizable, stand-out-on-shelves face. The unique voice gave it a soul.
We imagined the brand as a gracious hostess: warm, confident, glamorous yet approachable, and always encouraging people to enjoy themselves.
I was specifically inspired by the character of Auntie Mame (of the eponymous 1958 film), whose voice embraces pleasure without apology. She reminds us that life isn't meant to be lived entirely by the rules, and that some experiences are worth savoring simply because they bring joy. Ever the generous and charming hostess, she encourages us to partake of life’s banquet.
This perspective informed an extensive messaging library, including taglines, packaging copy, social content, and marketing language such as:
"You deserve something different. Something Doccé."
"Coffee just met its soulmate."
"Cookies for people who don't follow life's recipe."
“Life shouldn’t be all kale, no cookies.”
More than just a tone of voice, it became a worldview that the brand could stand upon.
The Doccé Hands
BRINGING THE BRAND TO LIFE
The final identity extended into a comprehensive brand ecosystem designed to support both consumer engagement and retail growth.
Key deliverables included:
Packaging Design System
Website Design
Social Media Templates
Sales Materials
Brand Guidelines
Illustration System
Motion Graphics & Video Content
Every touchpoint was developed to feel cohesive, expressive, and immediately recognizable while remaining flexible enough to support future growth.
