Telegram Cookies
After meeting the founder of Telegram Cookies, Georges Duverger, through a network of Consumer Packaged Goods founders, we knew we would be a match made in branding heaven. Right off the bat, we loved his approach, his communication style, his commitment to quality, and the way he keeps his customers’ best interests at heart in all of his decisions.
When we first started this project, Telegram already had a brand in place, but it wasn’t ready to take the company to the next level as they prepared to fully launch in October 2023. We loved the direction they were already heading, but we knew we could work with Georges to create an incredible brand that would capture the hearts of his customers.
Telegram Cookies’ Brand Scope:— Strategy
— Messaging
— Visual Identity
— Packaging & Printed Collateral
— Product Photography
— Brand Guidelines
About Telegram Cookies
But before we get any further in the work, let’s talk about what they do.
At the most basic level, Telegram Cookies is a company that makes custom shortbread cookie gift boxes. In reality, it’s so much more than that! This is a company that has put thoughtfulness and creative gift giving at the heart of its purpose, and that’s all thanks to the vision of Georges.
When Georges set out to create Telegram, he wanted to do more than just make delicious cookies or make it easy for people to send their loved ones gifts. He has considered every detail of the company and its impact on others and the world, and has created a business that stands on the ethos of thoughtfulness from A-Z.
After leaving behind his role as a software engineer, he set out to create a product with intention baked into every bite. In the process of crafting these simple, but delicious, buttery French shortbread cookies, Georges has made a product that anyone would be happy to see delivered to their stoop.
Strategy + Messaging
With such a thoughtful product, we knew the strategy and messaging had to be just as considerate. We knew we wanted to capture the happy, funny, and down-to-earth personality of Georges, while infusing a lot of branded language around the intentionality of the company. We landed on a friendly, open voice that reflects celebration and care.
Our biggest challenge was finding a way to blend the wholesome nature of the product with a little bit of sass, and towing that line throughout all the messaging pieces. Working through this, we discovered more about their target audience as we developed new ways to appeal to them. Equally important, though, was discovering who wasn’t their target audience and shifting away from speaking to them so we could hone in on who was truly important.
The end result? A brand that speaks to the thoughtful gifter - people who are willing to go above and beyond for those they love and are looking for a way to show their appreciation for others through a custom, well-made gift.
Visual Identity
Right from the beginning, Georges knew he wanted the visual side of the brand to feel very vintage inspired – echoing their “telegram” brand name from the 1920’s when telegrams were in their heyday. However, he didn’t want to corner the brand into an entirely old world aesthetic, but rather embrace some modernism.
Our response to his vision was simple – let’s balance both his wonderful French baking roots while celebrating good ol’ American tradition. We had so much fun crafting Telegram Cookies with endless nods to American postage and vintage typewritten telegrams, cheeky French taglines and bakery striped patterns, and all the retro typefaces!
Colors and Type
Thoughtful brand strategy comes first (always!), so the color scheme just made sense – tying in a blue and pink combination to evoke a whimsical French bakery feel, and of course red, white and blue to celebrate traditional American culture.
Infusing a typewriter styled font into the brand was a no-brainer, and pairing it with a sans serif vintage inspired typeface like BN Tillsdale was a chef’s kiss. And Cedarville Cursive provided just the right amount of warmth and quirk for those sassy French quotes. Parfaite!
Packaging
With such wonderful cookies and now with a new visual identity, we knew the presentation of the product needed to feel really special and unique for the customer – like unboxing a birthday gift you never knew was coming! We worked with Georges to develop stages of packing based on budge needs, in which he decided to go all in with a two-color printed retail box with branded tissue paper and a realistic telegram postcard insert.
Product Photography
With their upcoming website launch, updated product photography was a must. These shortbread cookies are stunning in person, so buttery, and made with clean ingredients, so the photography needed to help to reflect that. We leaned on brand colored backdrops that didn’t deter from the product, clean natural light and a sharp focus on those wonderful scalloped edges…yuuum!
Client Review
“The Purveyor team went above and beyond what I initially expected. Now that our project is done, I find myself wanting more, which just shows how valuable their work has been.
I really liked how they balanced strategy and getting things done. It helped Telegram Cookies find its identity and style, and even led to some surprising insights about our brand. Plus, the team is just so friendly and caring.
I always looked forward to our meetings, and everyone made me feel comfortable to share my thoughts and question things. It felt like a real creative partnership. I'd definitely work with Purveyor again.”
– Georges Duverger