{ THE WHO }

Bakeologist and founder Erin Zabel had one goal: to spread joy through the kind of baked-from-scratch goodness that had filled her family’s kitchen for generations. Inspired by a treasured family recipe from Spain, she left behind her corporate job and set out to build something from the heart. Cookie Casa sold its first cookie – an old-fashioned chocolate chip – in 2002, and it didn’t take long for word to spread that something special was in the oven.

At the start, Erin operated out of a rented sliver of space in the back of a local restaurant. There was no storefront, no signage, and no walk-in traffic. Just a single stove, one baker, and a belief that people would come if the cookies were good enough. But with limited funds, the business needed more than great taste. It needed a voice. That’s when she turned to Dreamentia.

{ THE WHAT }

Dreamentia got to work building the entire business from the ground up. From brand identity and voice to the strategy and tools that would power awareness, growth, and loyalty, every detail was crafted to feel as authentic and welcoming as Erin’s cookies.

A charming logo was developed, along with a brand line that quickly became the business’s calling card: “A Little Home-Baked Heaven in the City of Angels.” This voice carried through all communication from packaging to menus to printed pieces,with a tone that was warm, friendly, and always a little sweet.

The agency developed a clean, engaging e-commerce site to give customers a place to order cookies, cakes, bars, pies, and nostalgic gift baskets. Life-cycle email marketing was implemented to stay in touch with customers, and social media played a big role in turning casual fans into devoted followers. Custom promotions, seasonal offers, and a visually rich product library gave Cookie Casa the online presence of a far bigger operation.

But the story didn’t stop online. To raise visibility in the real world, Dreamentia helped place Cookie Casa products aboard The Sweet Truck, a rolling collection of Los Angeles’s best independent desserts. High-profile partnerships, including one with Chelsea Handler, introduced the brand to TV audiences, cast and crew, and industry insiders. Custom packages were developed for VIP gifting and events, and pop-up appearances at local retailers, festivals, and farmers markets offered fans the chance to try Cookie Casa’s treats in person.

Even the name evolved. Recognizing the growing menu, Dreamentia helped transition the brand from “Cookie Casa” to “Cookie Casa Bakery,” signaling the full breadth of offerings without losing the name recognition that loyal customers had come to love.

{ THE SO WHAT }

What started as a small call-ahead cookie business in the back of a borrowed kitchen grew into a full-fledged bakery brand known throughout Los Angeles. Dreamentia’s thoughtful mix of identity development, grassroots marketing, digital presence, and real-world partnerships helped drive consistent growth across every channel.

As demand grew, so did production. New ovens were added. Staff was brought on. Online sales surged. And in 2013, Erin opened Cookie Casa Bakery’s first retail storefront, finally giving fans a place to walk in and smell the magic themselves.

From mail-order gifts to studio catering to walk-in cupcake cravings, Cookie Casa Bakery had earned its place as a local institution – one batch at a time.

{ THE BOTTOM LINE }

Cookie Casa Bakery’s journey is proof that great products and great branding go hand in hand. Through close collaboration, strategic storytelling, and a warm, human voice, Dreamentia helped transform a one-woman cookie shop into one of LA’s most charming and successful boutique bakeries. And the sweet part? The best chapters are still being written.