{ Turning a Small-Time Operation into a Big-Time Brand }


1. THEN:

A family recipe, a vision, and one heck of a good cookie led a wanna-be baker to quit her 9 to 5 job and launch a new bakery.

2. NOW:

What began as a small-time call-in-advance cookies-only venture that operated out of a rented corner of another establishment’s kitchen, has today evolved into a full-blown e-commerce plus brick-and-mortar bakery. Focused squarely on home-baked sweets and treats, it has expanded its menu to now include bars, pies, cakes and cupcakes, along with artisan imagery designed to put the bakery’s most important assets up close and in your face. Cookie Casa Bakery has established itself as “a little Home-Baked Heaven in the City of Angels” through homestyle customer service, professional yet approachable messaging, community events, local pop-ups, and a true-to-your roots mission statement. And sales have never been sweeter.


  1. Corporate Identity
  2. Website Design
  3. Email Marketing
  4. Social Media
  5. Print
  6. Collateral
  7. Direct Mail
  8. Event Marketing
  9. Signage
  10. Proposals
  11. Business Plans



Bakeologist Erin Zabel had one passion: spreading delectable home-baked happiness to all in the great tradition of her avid family of bakers. Armed with a family recipe from Spain, a brand name, and a vision, Cookie Casa sold its first cookie in 2002 – an old-fashioned Chocolate Chip Cookie – and shortly thereafter, approached Dreamentia to help her take Cookie Casa to the next level.

The client’s limited budget was to be delicately distributed between producing the baked goods and creating awareness for the unknown, un-tasted brand. In addition to budget concerns, Cookie Casa operated out of the back corner of a local restaurant’s kitchen with a rented single stove. A lack of a storefront meant a lack of foot traffic, and thus Cookie Casa opened its stove as a baked-to-order and delivery-only brand. One woman, with a vision and a stove.


Dreamentia created the complete business design and plan from the ground up. That included everything from creating a brand identity, positioning it with the consumer, and the development of all communication materials.

A whimsical logo, along with the positioning line, “A Little Home-Baked Heaven in the City of Angels” was created. The agency wrote and illustrated the brand guidelines and identity program, producing all menus, brochures, and signage. To get the word out, DCL crafted an e-commerce site and ongoing promotional emails in addition to life-cycle marketing to promote the blossoming bakery. A robust social media presence was cultivated with banners, ads and product promotions. And, since Cookie Casa was recognized not just for its cookies but also for its cakes, sweet bars, and nostalgic baskets, the name was eventually modified to include “Bakery,” to better embody all that the brand had to offer.

Also important were grassroots efforts. Casa Cookie Bakery products were included on The Sweet Truck, a premier mobile emporium of some of the tastiest treats in Los Angeles. Partnerships were developed with celebrities such as Chelsea Handler to create customized sweets packages for cast, crew, guests, and audiences. Cookie Casa Bakery “Pop-Ups” appeared at selected retail stores, festivals and events, allowing for further sampling and awareness of the brand. And distribution deals with desert-needy restaurants were put into place, placing Cookie Casa Bakery’s product into display cases and menus of eateries in and around Los Angeles.


What started out as a “call in advance” cookie operation quickly became a full-blown e-commerce bakery operation for customers, clients, local businesses, and celebrity fans alike. From integrated traditional and online efforts, Cookie Casa Bakery’s business steadily climbed. Partnerships proved key as local farmers’ markets, food trucks, delis, hotels, and production studios in the Los Angeles area spread the word of Cookie Casa Bakery’s home-baked treats.

With the addition of online ordering, sales continued to climb, allowing for the addition of new products on a regular basis. Additional stoves and staff were also added to keep up with the demand. During the 2012 holiday season, sales peaked, leading to the next logical step for the bakery: A brick and mortar store officially opened to the public in February 2013, serving up sweet treats six days a week through foot traffic, online sales, and delivery to a diverse list of corporate and studio accounts. Cookie Casa Bakery has permanently established itself as a little home-baked heaven among sweet fanatics in the City of Angeles.


Cookie Casa Bakery

“Dreamentia did a wonderful job of getting my company off and running! They started with the creation of my logo and lead me all the way through signage for festivals and the creation of an impressive new website. Always professional and fun to work with, I’d recommend them to anyone in a heartbeat. Jim Olen’s brilliant creativity extends through his entire company. He hires top-notch people and their work is proof of that.”

ERIN ZABEL – Founder, Head Sweetstress, Cookie Casa Bakery