BRAND STRATEGY & BRAND IDENTITY DESIGN • BRAND STRATEGY & BRAND IDENTITY DESIGN •
Loaded Fro-Dough
Loaded Fro-Dough is a South Australian frozen cookie dough brand created for those moments when you want a warm, gooey, loaded cookie without baking from scratch.
Made to go straight from the freezer to the oven, its ready-to-bake loaded cookie dough brings the comfort and indulgence of freshly baked cookies home, without the measuring, mixing or mess. Whether it’s a late-night craving, an easy dessert after a long day or something sweet to share, Loaded Fro-Dough makes sure there’s always a bakery-style treat waiting in the freezer.
What started in founder Naomi’s kitchen grew from a simple idea: make seriously indulgent cookies easier to enjoy whenever the craving hits. The result is a brand built around big flavours, gooey centres and the simple joy of a fresh-baked cookie, whenever you want one.
The challenge
Loaded Fro-Dough already had a product made for serious cookie cravings: frozen, pre-portioned loaded cookie dough that could go from freezer to warm, gooey cookies in minutes. But as the business prepared to move beyond markets and grow into cafés, independent retailers and eventually supermarkets, the brand needed to feel ready for that next stage.
The challenge was creating a food brand identity and retail packaging system that could compete in a busy freezer aisle without losing the fun and indulgence behind the product.
The solution
We built the brand around one clear idea: indulgence should be easy, fun and always waiting in the freezer.
The strategy positioned Loaded Fro-Dough as a bold, cheeky and unapologetically indulgent alternative to traditional cookie dough, with its pre-portioned format, generous fillings and ready-to-bake convenience becoming key parts of the brand story.
From there, we created a playful visual identity and frozen cookie dough packaging system designed to make that personality visible before the cookies even reach the oven.
Bold typography, rich flavour colours, quirky baking-inspired illustrations and seriously gooey product photography work together to make each pack instantly recognisable and crave-worthy.
The outcome
The result is a bold, flexible and retail-ready food brand built to grow with Loaded Fro-Dough.
Rather than relying only on the product to grab attention, the new identity creates a recognisable world around it, from the frozen cookie dough pouches and retail boxes to freezer displays, campaign graphics, branded patterns and merchandise.
The packaging gives the range stronger shelf presence while making the brand’s biggest strengths easy to understand: loaded flavours, convenience and warm, gooey cookies whenever the craving hits.
It also gives Loaded Fro-Dough a consistent visual system that can expand across new flavours, seasonal releases, retail environments and future products as the business works towards growing its presence beyond South Australia.
The scope
– Brand Strategy
– Creative Direction
– Visual Identity
– Brand Guidelines
– 3x SKUS Packaging Design
“Working with Vicky has been an absolutely amazing experience. She is easy to talk to, punctual and always meets the timelines I give her. Her professionalism, creativity and dedication make her worth every single penny. I feel so confident in the direction my brand is heading thanks to her work.”
“Vicky has an incredible eye for colour, detail and overall aesthetic. She created a new logo suite, the most stunning little illustrations and a colour scheme that fits my brand perfectly. I’ve already had so much great feedback on the rebrand and I can’t wait to launch the new product.”
“Her communication has been outstanding from day one. The questionnaires, detailed documents and videos made every step easy to understand, and the level of insight and information she shared was far beyond anything I expected. She genuinely goes above and beyond.”
Naomi Garula
Loaded Fro-Dough | DTT