Sweet Loren's

Founded in Loren Brill’s own kitchen, Sweet Loren’s grew from a very real, personal need. After beating cancer at a young age, she faced the harsh reality that many deal with every day —a lack of clean, delicious food brands. Frustrated by the lacklustre options available and inspired by her love of baking, Loren hit the kitchen. By 2019, Sweet Loren’s was the number 3 refrigerated cookie dough but wanted to elevate the differentiating parts of their brand to take larger bites out of their competitor's market share. 

Sweet Loren’s engaged FutureBrand to elevate the brand’s expression, laying the groundwork for future expansion. First, we had to uncover their ownable competitive edge. Through a deep dive into the category, consumers and the existing brand assets, we defined the brand’s strategic opportunity by uncovering what Sweet Loren’s could credibly own: incredible clean ingredients that allow all consumers to enjoy delicious food worry-free. The brand strategy positions Sweet Loren’s as a disruptor that helped customers awaken their expectations of food. The tone of voice and messaging takes this bold, passionate strategy and adds charm, optimism and trust. After identifying the brand’s existing ownable assets we added a fresh mix of visual elements that would help the brand be disruptive on-shelf. Sweet Loren’s launched the new brand nationally in February 2020.