BESPOKE BROWNIES
Brand Strategy · Marketing Strategy · Concept Development · Go-To-Market
Watch launch campaign video here.
During my time at Orbital Kitchens, I was tasked with creating a new dessert brand to drive incremental revenue across delivery platforms.
I led the project end to end, from market research and product development to brand strategy, marketing, and launch.
Strategic Insight
The New York dessert market is highly saturated but deeply segmented.
Cookies, cinnamon rolls, and niche dessert concepts dominate the space, each owning a clear category. Through internal data analysis, we identified that our highest-performing dessert item was our signature brownie.
At the same time, no brand in New York was truly owning or elevating the brownie category.
The Opportunity
Build a brand that turns brownies into a premium, flavor-driven category.
Not just better brownies, but a concept designed to disrupt the space with both classic perfection and unexpected flavors.
Research & Development
To validate the concept, I led:
• Market analysis across NYC dessert trends and competitors
• Internal performance analysis across delivery platforms
• Focus groups with target customers
• Product testing across 30+ dessert offerings in New York
• Iterative recipe development and A/B testing
The Brand
Bespoke Brownies was designed to feel elevated, indulgent, and slightly unconventional, bringing new energy into a traditionally overlooked category.
Marketing & Launch
I led the full marketing strategy and go-to-market execution.
This included:
• Brand positioning and messaging
• Influencer launch event to introduce the brand to key tastemakers
• A public Galentine’s event with over 250 attendees to drive awareness and trial
• Content, partnerships, and distribution strategy across delivery platforms
Impact
The launch of Bespoke Brownies generated over $1M in incremental revenue within 6 months on delivery platforms alone.