Independent branding agency Brandon has revealed branding for Doh!, its latest project with BakeAway.
From developing the product proposition and brand strategy to creating the branding and designing the packaging, Doh! Is a deliciously new bake-at-home cookie dough range that launches in over 1,000 Tesco stores, 400 Asda stores, Ocado, and other UK retailers from 17th April 2026.
“BakeAway is the leading manufacturer of pastry and dough products in the UK,” said Richard Colson, client partner at Brandon Consultants. “Identifying an opportunity to bring a bake-at-home cookie dough product to UK shoppers, BakeAway was primed to invest in the creation and launch of a new brand, and that’s where we came in. With our team’s extensive consumer goods innovation and branding expertise, we were perfectly placed to go on the journey with the BakeAway team and create the next big thing in treat culture with mass appeal.”
From the outset, Brandon and BakeAway worked in close collaboration to bring the idea to market. The strategic unlock came from consumer research across the snacking and treating categories. Consumers craved warm, indulgent moments that felt satisfying and personal, but they didn’t want the stress or mess of making them at home from scratch.
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Understanding that consumers wanted to feel like the creator without having to be the master baker, Brandon and BakeAway built out a brand blueprint including brand purpose, proposition, and personality to bring the product to life. Naming came next.
Doh! is short enough to be memorable, has a sense of playfulness that draws interest, and has enough stretch for the brand to go beyond the initial product launch for future growth opportunities. Landing on “Spark a little doh-lightfulness” as the brand idea, Brandon then translated this into design strategy.
“The brand idea and name are full of warmth, joy and wit, which is a lovely starting point for any design project. We took visual inspiration from contemporary bakeries, the charm and fun of Willy Wonka, and the quirkily beautiful aesthetics of Wes Anderson, then put it all through a doh-lightful lens. At the heart of the brand is our fictional baker, Don Doh, who was inspired by a real BakeAway employee. He’s done the hard work of making the cookie dough, and now he’s here to lift the mood and inspire consumers to get creative with it,” said Joe Bembridge, design director at Brandon. “We did an initial exploration of what our character could be, then collaborated with illustrator Andrew Rae for his irreverent style to craft Don Doh, ensuring that he sparks doh-lightfulness wherever he shows up.”
Brandon also enlisted a second creative collaborator – renowned lettering artist Dan Forster – to “bring an extra level of craft” to the Doh! Logotype, with flourishes designed to reflect the craft in baking, the softness of dough, and the squidginess of the centre of a perfectly baked cookie – playful, but in a grown-up, indulgent way.
Denise Henson, brand manager at BakeAway, added: “The Brandon team have been a dream to work with. Their approach to innovation, brand strategy and creativity was exactly what we needed to take Doh! from a seedling of an idea to a fully formed brand on shelf.
“From our irresistible Double Chocolate Chunk to indulgent Salted Caramel cookie dough, the products are every bit as exciting as the brand. While the taste speaks for itself, the strength and dynamism of the brand has also been a huge driver in retailer engagement ahead of launch. Retailers aren’t just interested in Doh! they can’t wait to get it on shelf. We love everything about the Doh! brand, so a big ‘thank you’ to Brandon for being on this journey with us.”
Doh! launches in UK retailers from this Friday, 17th April.
