FutureBrand Comes Clean For Cookie Dough Line

Founded in Loren Brill’s own kitchen, Sweet Loren’s grew from a personal need: after beating cancer at a young age, she faced the harsh reality that clean, delicious foods brands were few and far between and took it upon herself to develop a cookie line of her own. That was 2011. By 2019, Sweet Loren’s had emerged as a serious competitor in the cookie dough category to the likes of Nestle and Pillsbury, but largely lived in the somewhat limited world of gluten free.

To elevate the differentiating parts of the brand, increase market share by repositioning the product line as appealing to everyone, and lay the foundation for future expansion, the company turned to FutureBrand. Through a deep dive into the category, consumers and the existing brand assets, the design firm defined the brand’s strategic opportunity by uncovering what Sweet Loren’s could credibly own. First and foremost, that turned out to be clean ingredients leading to a “delicious” and “worry-free” experience.


Futurebrand then went about transforming the brand and visual identity to reach a mainstream audience and set the stage for growth. This includes creating a system to clarify each product while also building equity for the Sweet Loren’s masterbrand at the center of it all. To deliver on the strategy, the logo and overall visual identity were redesigned to emphasize warmth, optimism, passion and charm, while packaging invites consumers to feel the love and attraction of clean ingredients. Inspiration for the logo and visual came directly from the brand’s ambition to transform expectations of food. This look and feel now informs all touchpoints of the brand. The brand’s website, for example, has been evolved from recipe sharing to an additional focus on educating consumers about the value of Sweet Loren ingredients. Creative credits include Chief Creative Officer Daniel Andersson, Senior Designer Paula Saito, and Production Director Kris Pelletier.