Tori Louise

Indulgent Desserts You Will Never Forget


Mwai is an up-and-coming desserts business currently offering their products via delivery in Loughborough, with plans of expansion into multiple stores across the UK. Their aim is to provide an experience that everyone can enjoy together. Connecting friends and families over food and conversation. 

Freelance Project

Deliverables: Branding, Packaging design, Content Creation

Client: Mwai

Date: 2021

The 2-week intensive strategy workshops enabled Mwai to nail down who they are as a brand, their target audience and positioning within the market. From here a clear plan could be made for the direction of the brand identity and design of their collateral.

When Mwai approached me with this project they were looking for packaging design and content creation for their social media. From our initial calls, we found that Mwai had big plans but were missing some critical insights about their brand and did not have a comprehensive brand identity. This explained the reason for their difficulty in choosing a direction for their packaging and social content designs.


After listening to their current plans for the design of each individual products packaging and their budget for this project I suggested a strategic approach to packaging design in which they would need less containers and individual complex designs with a personalised flavour system that would cut their costs dramatically without impacting the quality and wow factor of the packaging designs.


After gaining my clients trust, I was then able to suggest going through a brand strategy workshop followed by an expansion of their identity system. I also offered a session on social media strategy to enable us to establish their audience, content pillars and suited long and short form social channels to provide a strong foundation for all future content creation I would produce for them. They agreed as they could now understand the importance of establishing a strong brand before designing any collateral.