Levain
As lead brand strategist and copywriter at Red Antler, I helped transform Levain Bakery from a beloved New York cookie institution into a delightful global brand. I helped craft a playful identity system that honored their 20+ year heritage while giving them room to grow.
It all starts with the cookie
Everything we did celebrated their legendary 6-ounce cookies, which I once described as “the cookies your grandmother would bake if your grandmother were God.” We put these gooey, melty masterpieces front and center in every brand expression. Every touchpoint builds anticipation for that perfect first bite that turns first-timers into evangelists.
Iconic storefronts
We brought Levain's signature bright blue door from 74th Street into every new location. This wasn't just expansion—it was creating outposts that felt like the original, no matter where they popped up. Each store balances premium quality with neighborhood coziness, making customers feel like locals from day one.
Made special for each neighborhood
We created a playful illustration system that captures Levain's neighborhood charm, even as they grew beyond New York. These whimsical drawings bring warmth to packaging, digital touchpoints, and in-store moments. They're the visual handshake that says "your local neighborhood bakery" despite the nationwide fame.