We repositioned Chonkers as an exclusive, bold, premium cookie brand by refining both its voice and visual identity. Our approach centred on shaping a strong brand personality — Boldness = Voice + Visuals — expressed through cheeky, irreverent copywriting and a striking visual language. We introduced a close-up indulgent aesthetic with macro ingredient shots, rich textures, and ASMR-style moments to emphasize taste appeal. The brand tone was reinforced through minimal, high-impact typography, contrast-driven layouts, and a campaign direction rooted in playful juxtaposition. For ongoing communication, we built three core content pillars: Indulgence (slow-motion bites, ingredient close-ups), Exclusivity (limited drops, countdowns, release-style posts), and Personality (bold copy, memes, founder-led BTS), supported by Community-driven UGC to deepen engagement. Together, this sharpened Chonkers’ storytelling and elevated its presence into a distinct, premium digital identity.