Gettysburg Cookie Company Brand
When the founder of Gettysburg Cookie Co. reached out, she came with a passion project that was already rich with heart and history — every cookie named after a piece of Gettysburg — but she needed a cohesive brand to bring it all together. Her goal was to create something that honored the area’s heritage while still feeling warm, welcoming, and “baked with love.” I partnered with her to develop a brand identity that felt as thoughtful and authentic as the story behind her cookies.
The first step was exploring two distinct brand concepts that balanced Gettysburg’s historical charm with the friendly appeal needed to attract both locals and tourists. To ground the creative direction, I conducted research and developed three target audience personas — tourists, locals, and visitors in their early 50s, which represents the average age of Gettysburg’s travelers. From there, I presented two fully realized concepts featuring logo sketches, color palettes, typography, and illustrative and photographic style directions. You can view that first pitch deck below.
Building on client feedback, I refined the strongest elements from each concept into a single, cohesive direction. This phase focused on a polished logo design, finalized brand colors and fonts, and early packaging ideas. I also collaborated with an illustrator to create custom artwork that brought warmth and personality to the visual identity. The outcome was a unified brand foundation ready for refinement.
The below deck shows this next step in the progression of building Gettysburg Cookie Co.’s brand.
At the end of this project, I delivered the complete brand guidelines and all final assets, ensuring the client had a clear roadmap for consistent application across packaging, marketing, and digital touch points. While the process included multiple rounds of revisions and collaboration, these three decks best represent the key milestones of the brand’s evolution.
See below for the finalized brand guidelines and a few snippets of design assets I created for the brand to get them off and running.
