Laura Chenel ‐ Web Design, Content Marketing, Email Marketing, Social Media, Brand Narrative and Voice
Redefining a goat cheese icon
Brief
Laura Chenel has been setting the standard for American goat cheese for decades. But even an icon needs to evolve. As the brand embraced refreshed packaging and a growing audience, we stepped in to sharpen their storytelling, grow their community, refine their digital presence, and create stunning, mouthwatering content that brings their craft to life.
Brand & digital strategy
Video & photography
Social media
Website & email
Campaigns
Content & copywriting
Finding the right words
Laura Chenel isn’t just selling exquisite goat cheese — it’s sharing a legacy of craftsmanship and a vision for a sustainable future. Following the packaging refresh, we worked closely with the team to refine a brand voice that authentically captures what makes this California original so special. The result? A dedicated voice and messaging guide that ensures every piece of content feels unmistakably Laura Chenel while giving writers the flexibility to bring the brand to life in fresh, engaging ways.
From static to scroll-stopping
Before we came on board, Laura Chenel had built a loyal social media audience but had yet to prioritize reels or video content. Recognizing the brand’s untapped potential, we made video a key focus, bringing mouthwatering cheese content front and center. The impact? Reels took off, engagement skyrocketed, and Instagram followers grew by 324% in just six months. Stories became a powerful tool, with impressions up 225%, turning casual viewers into an active, hungry audience.
324%
increase in Instagram followers YoY
225%
increase in Instagram story impressions YoY
More than a look — a brand experience
Great branding doesn’t stop at the shelf. We took Laura Chenel’s sleek, refreshed packaging and extended it seamlessly across their website. Beyond just a polished look, we tightened storytelling, improved usability, and created a more intuitive experience that reflects the brand’s modern appeal. The result? A site that’s not only beautiful but also effortless for consumers to explore, shop, and engage with.
31.8%
increase in website visitors YoY
Making email a must-open
Laura Chenel’s email program needed a refresh, so we delivered a sharper strategy, a more cohesive look, and stronger engagement tactics. Thoughtful content shifts led to a 247% increase in click-through rates, while a single strategic giveaway campaign grew the subscriber list by 290%. Now, email isn’t just an afterthought — it’s a powerful driver of brand love.
290%
increase in email subscribers YoY
247%
increase in email click-through rates YoY
