Peggy’s Pretzels

As founder of Peggy’s Pretzels, I combined design and entrepreneurship to build a unique brand, managing everything from marketing to operations.

NOVEMBER 2021, 12 WEEKS 

BRAND IDENTITY

My Role

As the owner and founder of Peggy’s Pretzels, my role involved everything from marketing and branding to baking and invoices. My love for effective and fun design translated through our website, packaging, print material, social media, and merchandise.

The Project

While I may not have had experience as a baker, I was confident that my vision for Peggy's Pretzels would provide a unique avenue for me to gain invaluable hands-on experience in the world of design and entrepreneurship. This venture has allowed me to blend my creative instincts with a newfound appreciation for the artistry and craftsmanship that goes into both crafting delicious pretzels and a successful business.

During early Covid-19 unemployment, I launched a catering venture to fill a local market gap with affordable, creative, and versatile event options.

The Challenge

Facing unexpected unemployment during the early stages of Covid-19, I decided to utilize my time and savings to embark on a new venture. Recognizing a gap in the local food service market for an affordable, creative, and straightforward catering option suitable for events of all sizes.

The Approach

Before launching, I prioritized consumer feedback through extensive quantitative and qualitative research. I collected hundreds of responses via social media and paper surveys, exchanged pretzel samples with local businesses and followers for input, and hosted “sample nights” at home to test recipes, toppings, and dips—gaining invaluable insights that shaped my products and business.

The Findings

  • 3 types of clients to market towards: Weddings, Corporate, Backyard

  • A gap in the market for affordable food offering for large events

  • Average client 30-55, upper middle class, SF Bay Area

  • Need to simplify menu options for cost and ease of booking

This versatile logo blends charm and refinement, perfect for events and adaptable across all applications.

Logo Design and Iteration

The logo was designed to be versatile and adaptable, resonating with events from casual gatherings to formal weddings. I chose a typeface with a craftsman feel, balancing warmth and refinement to work well at any scale or on any background. Its flexibility makes it ideal for applications like signage, merchandise, and web design, ensuring a cohesive and elegant identity across all uses.

* The slight serifs on the letterforms and the design of the apostrophe were inspired by the shape of the soft pretzel bites.

Using the design process, I designed packaging focused on being eco-conscious, convenient, and intuitive for users.

Packaging Design and Iteration

The packaging design process began with sketching and iterating unique, compostable ideas, including pretzel bites on a stick for convenience. Prototyping with paper and cardboard helped refine the design, while user testing revealed the portion size was too large. Based on feedback, the number of pretzel bites and box size were reduced. Dielines were then created, and vendors collaborated to produce custom, eco-conscious packaging. Once the order arrived, assembly confirmed quality, leading to the launch of a sustainable, user-friendly design.

To cut costs of a traditional “food truck”, I designed a “display truck” with a motorized spinning table for efficient service.

Truck Design and Iteration

While researching local food policy, I discovered the high costs of starting a food truck. To capture the “fun” of a food truck without cooking onboard, I created a “display” truck using a copper table from Facebook Marketplace, wiring it with a motor to create a spinning lazy Susan - an interactive, cost-effective solution blending practicality and charm.

Peggy’s Pretzels grew quickly, serving top companies and millions online.

Showcasing my ability to bring ideas to reality.

Peggy’s Pretzels quickly grew and we had the privilege of working with remarkable companies such as Google, eBay, and Meta, creating viral content reaching millions, and serving thousands of pretzels every month. 

I believe the success to be a testament of my ability to conceptualize and execute a design that resonates with both customers and partners. From branding and marketing to product development and sales, I meticulously crafted each aspect to ensure a cohesive and engaging user experience. 

Where is Peggy’s Pretzels now? Last October, after rapid growth, I successfully sold the business. This allowed me to dedicate more time to my passion for design and complete my education.