ALLY & ELOISE
Social Media and Brand Refresh
In 2023, I was invited to join the Ally & Eloise team with a mission: to craft a brand identity that feels as Friendly, Happy, and Delicious as the treats we bake. In collaboration with Kim Bowman and her team at K. Hope Creative, we set out to breathe new life into the bakery, starting with vibrant colors that capture the warmth and joy of the brand.
We swapped out muted browns and blues for colors that greet you, make you smile, and feel at home. The result of our refresh was a brighter and bolder brand that still aligns with our current demographic of millennial women, but also helps reach a younger, more diverse audience. This transformation has not only garnered more website attraction and a positive customer feedback, but has also fostered a stronger sense of alignment within the team, ensuring that every aspect of service reflects our vision.
One of the sweetest touches to our new identity was the Cake Care Card—tucked into each cake box, offering practical cake-storing tips while also serving as a visual reminder of the love we put into every confection. It’s a cost-effective way to keep our brand front and center while helping customers feel connected to the experience.
From Crunchy Cookies to MegaRoonies, my time at Ally & Eloise has been dedicated to crafting a social media presence that features products but also feels authentic and community-based. With Instagram as our most active platform, I focused on building a strategy that blends engaging visuals, meaningful storytelling, anda tone that feels warm and welcoming. Each post lives within distinct content pillars that support ongoing campaigns and seasonal specials. My approach prioritized sparking conversations by creating a space for real interaction between our customers, our community, and the bakery itself. As of April 2025, Instagram drives 2% of our website traffic directly to product sales. Between 2024 and 2025, we gained 600 new Instagram followers and our engagement increased by 76%. Over half of our engagement every month comes from new, non-following users—proving that good stories (and sweet things) are meant to be shared.
@allyandeloisebakeshop on Instagram