Doughy: Redefining Guilt-Free Indulgence
Doughy is a revolutionary plant-based dessert brand founded by pastry chef Kelly Tanaka, who set out to prove that ethical indulgence isn’t an oxymoron. Born from Kelly’s frustration with “healthy” treats that sacrificed flavor, Doughy crafts decadent cookie doughs and baking mixes using 100% plant-based, non-GMO ingredients packaged in fully recyclable materials. In 2021, Doughy partnered with us to transition from farmers’ market stalls to a direct-to-consumer e-commerce model. The challenge: design a digital experience that mirrored the brand’s “luxury meets conscience” ethos, educated consumers about clean ingredients, and converted first-time buyers into loyal advocates through strategic community building.
Clients:
Kelly Tanaka
Services:
Website Design
Date:
08 August 2021
Category:
Web Design, E-commerce, Bakery
Location:
California
Key Design Elements
We anchored the Shopify store in sensory storytelling. A scrolling parallax journey showed Kelly hand-mixing batches in her test kitchen, transitioning to lush shots of melting vegan chocolate. Product pages featured “Indulgence Calculators” comparing Doughy’s carbon footprint to traditional desserts, while recipe carousels showcased creative uses (e.g., “Chocolate Chip Dough Pancakes”).
Functionality focused on ethical convenience:
- - Climate-neutral shipping toggle at checkout
- - Subscription tiers with reusable jar incentives
- - “Bake It Forward” program integration (donates meals per purchase)
A deep burgundy and cream color scheme conveyed luxury, while hand-drawn ingredient icons added approachability. The mobile-first design drove 65% of sales via Instagram recipe reels.
Project Goals
We achieved this through:
Project Results
Since launch, Doughy has achieved $3.1M in sales with 45% coming from subscriptions. The platform facilitated:
Key Metrics:
