Soft began with a retired therapist who found a second calling in baking. She wanted a brand that didn’t just sell cookies, but carried the emotional weight of why she baked at all — to bring people together. We built a concept that merged the warmth of her therapy background with the comfort of homemade goods, creating a brand that felt gentle, grounded, and intentionally human. The result was a one-woman bakery that suddenly looked and felt like a much bigger operation, giving her the credibility to sit beside established competitors while still keeping her story front and center. And of course, the product lived up to the promise.