DESIGNING FOR A BELOVED DESSERT BRAND
My Journey at Nestlé Toll House Cafe
COMPANY
Nestlé Toll House Cafe
ROLE
Senior Graphic Designer
EXPERTISE
Brand Design
DURATION
2017-2018
Overview
Nestlé Toll House Café by Chip brought the iconic Nestlé brand to life through a network of franchised dessert cafés. During my time with the company, I supported national and local marketing efforts with creative that blended brand tradition and modern appeal.
Collaboration was key. I worked closely with marketing and operations teams to deliver creative assets that met the needs of both the corporate brand and its franchise partners—ensuring consistency, clarity, and speed across the board.
Visuals That Drove In-Store Engagement
I created a wide range of promotional materials, including in-store signage, seasonal campaigns, and social media assets designed to drive engagement and increase foot traffic for café locations. Each piece was thoughtfully crafted to align with strict corporate brand guidelines, ensuring visual consistency across the franchise network. At the same time, I built in opportunities for local customization—allowing individual franchisees to highlight regional offerings, local events, or community partnerships. This balance between brand integrity and localized storytelling helped boost both visibility and sales at the store level.
Designing the Crave Factor
At Nestlé Toll House Café by Chip, I strengthened my ability to design within a strict brand system while allowing room for creative flexibility. I balanced consistency with customization, tailoring visuals to fit both corporate standards and local café needs.
This role sharpened my understanding of franchise marketing and helped me grow as a visual storyteller—especially in the fast-moving retail food space, where every design had to be eye-catching, timely, and effective.
