Independent branding agency Brandon is pleased to share the launch of its latest innovation project with BakeAway. From developing the product proposition and brand strategy to creating the branding and designing the packaging, Doh! is a deliciously new bake-at-home cookie dough range that launches in over 1,000 Tesco stores, 400 Asda stores, Ocado, and other UK retailers from 17th April 2026.
“BakeAway is the leading manufacturer of pastry and dough products in the UK. Identifying an opportunity to bring a bake-at-home cookie dough product to UK shoppers, BakeAway was primed to invest in the creation and launch of a new brand, and that’s where we came in. With our team’s extensive consumer goods innovation and branding expertise, we were perfectly placed to go on the journey with the BakeAway team and create the next big thing in treat culture with mass appeal.” – Richard Colson, Client Partner at Brandon Consultants
From the outset, Brandon and BakeAway worked in close collaboration to bring this innovative NPD idea to market. The strategic unlock came from consumer research across the snacking and treating categories. Consumers craved warm, indulgent moments that felt satisfying and personal, but they didn’t want the stress or mess of making them at home from scratch.
Understanding that consumers wanted to feel like the creator without having to be the master baker, Brandon and BakeAway built out a brand blueprint including brand purpose, proposition, and personality to bring the product to life. Naming came next.
Doh! is short enough to be memorable, has a sense of playfulness that draws interest, and has enough stretch for the brand to go beyond the initial product launch for future growth opportunities. Landing on “Spark a little doh-lightfulness” as the brand idea, Brandon then translated this into design strategy.
“The brand idea and name are full of warmth, joy and wit, which is a lovely starting point for any design project. We took visual inspiration from contemporary bakeries, the charm and fun of Willy Wonka, and the quirkily beautiful aesthetics of Wes Anderson, then put it all through a doh-lightful lens. At the heart of the brand is our fictional baker, Don Doh, who was inspired by a real BakeAway employee. He’s done the hard work of making the cookie dough, and now he’s here to lift the mood and inspire consumers to get creative with it. We did an initial exploration of what our character could be, then collaborated with illustrator Andrew Rae for his irreverent style to craft Don Doh, ensuring that he sparks doh-lightfulness wherever he shows up.” – Joe Bembridge, Design Director at Brandon Consultants
Brandon also enlisted a second creative collaborator – renowned lettering artist Dan Forster – to bring an extra level of craft to the Doh! logotype. The fluidity of the wordmark and its flourishes have been designed to reflect the craft in baking, the softness of dough, and the squidginess of the centre of a perfectly baked cookie. It’s playful, but in a grown-up, indulgent way.
Alongside the character development and logotype, details within the visual brand identity system include:
- A primary colour palette of Doh-licious blue and Fresh off-white. Taking inspiration from emerging interior design trends in contemporary bakery venues, the combination of the two speaks to baking expertise but avoids traditional category clichés.
- A secondary colour palette of warm, soft pastels that have been given an extra lift: Joy turquoise, Golden orange, and Melty purple. Complementing the core blue and white, these were chosen to feel flavoursome and indulgent.
- A set of patterns that can be used on and off pack as backgrounds or graphic elements to add pace to design layouts. The checkerboard references chefs’ trousers and kitchen floor tiles, the stripes are inspired by bakery awnings, and a repeating pattern made from the D of wordmark is reminiscent of café veranda furniture.
- Reigo Black as the primary typeface, which is full of character and has a soft and gooey feel that works in harmony with the crafted logo. Ivy Epic was chosen as the secondary typeface for its simplicity and clarity when longer form copy and informative messaging is needed.
- Illustration guidelines based on Don Doh’s unique style, and a set of illustrated assets for launch, including the back-of-pack ‘how to’ instructions.
- Developing a cheekily charming and feel-good Tone of Voice guidelines with a supporting Messaging Matrix. Combined, these ensure that words lift the mood just as much as the visuals and eating experiences do, wherever the brand shows up.
- A photography style that is fun, energetic, and evocative of indulgent home baking. Based on the beauty of symmetry, the clean bright lighting heroes the products and highlights the textures of the freshly baked cookie creations, inspiring people to get creative in their own kitchens.
Compiling everything in a comprehensive brand book, Brandon also designed the Doh! website, collaborated with BakeAway on in-store and launch activations, and art directed a photoshoot with Photographer Tom Law and Food Stylist Clover Hunter to create a bank of mouth-watering product and recipe inspiration images for launch.
Standout packaging was crucial in driving brand awareness and consumer trial for this new product. Inspired by the rising trend in premium independent bakeries that draw queues around the block every weekend, Brandon transformed the cookie dough box into a storefront, complete with a striped veranda awning and, of course, Don Doh. When lined up, the Doh! boxes create an eye-catching street of bakeries that are unlike anything else on shelf. Adding an extra touch of flair and theatre to the unboxing experience, when consumers open the awning, they’ll find a QR code on the inside, directing them to recipe suggestions.
“The Brandon team have been a dream to work with. Their approach to innovation, brand strategy and creativity was exactly what we needed to take Doh! from a seedling of an idea to a fully formed brand on shelf. From our irresistible Double Chocolate Chunk to indulgent Salted Caramel cookie dough, the products are every bit as exciting as the brand. While the taste speaks for itself, the strength and dynamism of the brand has also been a huge driver in retailer engagement ahead of launch. Retailers aren’t just interested in Doh! they can’t wait to get it on shelf. We love everything about the Doh! brand, so a big ‘thank you’ to Brandon for being on this journey with us.” – Denise Henson, Brand Manager at BakeAway
The launch of Doh! is a perfect example of Brandon’s ‘We Go Together’ philosophy, setting a new standard in creative partnerships between brand and agency teams to deliver commercial and creative impact with work that is as meaningful as it is memorable.
Doh! launches in UK retailers from Friday 17th April, find out more at www.bakedoh.com.
Source: Brandon
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