The Iced Biscuit Company

Circular logo for The Iced Biscuit Company featuring a pink iced biscuit icon and handwritten brand name on a black background with green trim

Narrative-led.
Kitchen-made.
Nationally known.

Vertical silver line used as a visual separator for content blocks, adding subtle structure and clarity to the layout

Client
The Iced Biscuit Company

Year
2020

"Phil brought my ideas to life, helping me to reach global companies from my humble kitchen. Always enthusiastic and willing to help, even when the tasks weren’t his role. I’m glad to recommend him!"

— Deborah Layton, Founder, The Iced Biscuit Company

Overview

A professionally trained confectioner approached me with a vision: hand-iced biscuits, American-style, personalised through projection-mapping and graphic design. She wanted to build a brand that was postable, bespoke, and high-end – a luxury gifting experience built at kitchen-table scale.

Challenge

The idea was strong. The business wasn’t yet real. My client needed more than a logo. She needed a brand that could confidently sit alongside, and intentionally apart from, premium players like Biscuiteers. That meant naming, positioning, and a sharp articulation of difference: not just beautifully iced, but technologically personalised, culturally savvy, and joyfully irreverent. This would be a challenger brand – built from the kitchen table to compete with the best in the business.

Approach

We built everything from scratch.

  • Named the business

  • Defined the offer and its buyer

  • Secured additional funding

  • Designed and developed the website and store

  • Created campaign and launch assets

  • Built an organic and paid social presence

  • Established a pipeline of corporate and PR clients

We focused on systems that could scale with a tone that could cut through.

Creative Direction

We positioned the brand as a modern upstart with a vintage edge:
1950s boutique styling, built for women aged 25–50 with high visual literacy and a taste for novelty done well. The copy leaned bespoke. The tone carried joy. The visual world balanced elegance with irreverence.

Results

  • Instagram engagement: 7.3%

  • Facebook engagement: 8.3%

  • Google search ranking: #2

  • High-profile conversions: Discovery+ (media), Sunday Riley (beauty)

  • Retail feature: Liberty London

This was a kitchen-table brand that earned national attention.

Campaign key visual: elevating biscuits to boutique gifting.

Campaign key visual: elevating biscuits to boutique gifting.

“Quote of the Day” post from the brand’s early content strategy—balancing glamour, wit, and confectionery charm. A Marilyn wink to catch the scroll.

“Quote of the Day” post from the brand’s early content strategy—balancing glamour, wit, and confectionery charm. A Marilyn wink to catch the scroll.

Luxury gifting reimagined: iced by hand, styled with charm, and made to be remembered.

Luxury gifting reimagined: iced by hand, styled with charm, and made to be remembered.

From mixing bowl to marketplace—the custom-built online store brought boutique biscuit gifting to the national stage.

From mixing bowl to marketplace—the custom-built online store brought boutique biscuit gifting to the national stage.

From kitchen table to Liberty London. Now, what’s your brief?

Clear precedent. Strong result. Let’s begin.