Floozie Cookies is a refreshing take on indulgent desserts, bringing joy and accessibility to vegan treats in a way that has charmed dessert lovers around the world. 

Known for its deliciously soft, stuffed cookies with gooey centres, Floozie Cookies offers an unpretentious, inviting experience that combines quality with a sense of fun. Founded by celebrated pastry chef Kimberly Lin, this is a brand driven by a genuine love for baking and a passion for making high-quality, vegan sweets more accessible. 

What began as a fun, niche bakery in London has since grown to Dubai and beyond, with each new Floozie location becoming a must-visit for cookie lovers of all kinds. The brand’s light-hearted approach to desserts and dedication to quality ingredients have won over the hearts of many, proving that vegan treats can hold their own alongside the best, all while offering something a bit different. 

The Brief 

Floozie Cookies, founded by Chef Kimberly Lin, was born out of the desire to create a “beautiful art deco venue where customers would come to enjoy the simplicity of a cookie; the way you hold a cookie before that first bite, the variety of texture, the temperature and how it can bring such joy”. 

TGP International, working closely with Kimberly Lin, took on the challenge of transforming Floozie Cookies from a single-vision concept into a scalable brand with the potential to stand out among the best dessert spots globally.  

Our mission was to create a brand and space that felt as delightful and unique as the cookies themselves—a place where cookie lovers and culinary enthusiasts could indulge in something special. This meant developing a setting that balanced fun and style while adhering to the brand’s commitment to being fully vegan.  

From concept development to branding, TGP provided hands-on support throughout the Floozie Cookie’s journey, crafting a distinct yet light-hearted brand identity and ensuring it resonated with diverse audiences across different regions. 

Beyond this, TGP has been privileged to support the operational project management across the brand’s locations worldwide, as well as handle ongoing brand and marketing management—giving us a key role in nurturing core elements of the business in its expansion and guiding the brand’s impact with customers across multiple touch points, both physically and digitally.  

The Concept 

From interiors to brand packaging, our aim was to create a cohesive design system that truly embodied Floozie Cookies’ playful spirit and welcoming energy. We infused vibrant, inviting elements with a touch of elegance, creating a warm backdrop that invites people to savour both the atmosphere and the delicious treats.  

This thoughtful design approach was crucial to making Floozie Cookies a destination, where every detail contributes to an experience as delightful as the cookies themselves. 

The concept behind Floozie Cookies is simple yet refreshingly innovative: indulgent, oversized vegan cookies served in a stylish, art-deco-inspired setting that feels both sophisticated and fun.  

Each cookie is crafted with a focus on texture, flavour, and a nostalgic nod to classic treats, with its signature soft, oozing centre that brings a delightful surprise to every bite.

Floozie Cookies offers an elevated plant-based alternative that isn’t just for vegans; it’s crafted to captivate cookie lovers and gastronomes of all backgrounds, proving that indulgence can be inclusive and delicious. 

The vision behind Floozie Cookies was shaped by chef Kimberly Lin, whose experience in prestigious kitchens such as The Savoy and Dominique Ansel Bakery has refined her passion for creating extraordinary desserts. Lin wanted to create a space where customers could reconnect with the joy of a beautifully crafted cookie, served warm and paired with indulgent plant-based shakes and hot chocolates.  

Floozie Cookies was designed to offer a relaxed yet chic experience where everyone can enjoy the simple pleasure of a high-quality, handcrafted treat, setting a new standard for vegan desserts and offering a delightful experience to all who visit.  

Key Features and USPs 

Floozie Cookies has made its mark with its distinctive offering of vegan stuffed cookies, but the brand’s appeal goes much deeper. Floozie is a trailblazer in crafting indulgent, memorable experiences that resonate with a broad audience—from vegans and vegetarians to dessert aficionados of all kinds. Here are some defining features that set Floozie Cookies apart: 

- Plant-Based Indulgence: Every cookie at Floozie is entirely vegan, crafted to be a treat everyone can enjoy. By focusing on high-quality, plant-based ingredients, Floozie has created a guilt-free indulgence that appeals to all, regardless of dietary preference. 

- Diverse Menu: The menu boasts seven staple cookie flavours, each with its own unique twist, along with a new limited-edition flavour each month to keep things fresh and exciting. Alongside the cookies, Floozie serves sundaes, shakes, and hot chocolates, adding depth and variety to its dessert offerings. 

- Stylish Surroundings: Each Floozie location is designed to capture the brand’s playful, sophisticated spirit, creating an ambiance that’s as delightful as the treats themselves. The interiors combine art deco touches with vibrant colours, making each store a stylish and enjoyable space to relax and indulge. 

- Global Appeal: With flagship locations in London’s Covent Garden and Dubai, and planned expansions into the U.S., Egypt, and Saudi Arabia, Floozie Cookies is quickly establishing itself as a global leader in the vegan dessert space. By merging quality, creativity, and inclusivity, Floozie is redefining what vegan desserts can be for dessert lovers worldwide

Brand Personality and Identity

Floozie Cookies’ brand identity is a playful blend of indulgence and sophistication, crafted to deliver an approachable luxury experience that captures the joy of a delicious, plant-based treat.  

TGP International worked to ensure that the brand’s interiors and visuals embody Floozie’s unique personality: fun, vibrant, and stylishly understated. Inspired by art deco elements, the design is both light-hearted and chic, drawing guests in with a sense of whimsy that feels inviting to all, from families to friends and tourists alike. 

The brand’s look and feel rely on a carefully curated palette of soft pastels and playful patterns, echoing the indulgent nature of Floozie Cookies’ oversized, gooey treats. The cookies themselves are the centrepiece of every location, displayed prominently as icons of the brand’s core promise: high-quality, plant-based indulgence that anyone can enjoy. This simple yet refined aesthetic allows Floozie’s playful spirit to shine through, creating a memorable, distinctive presence in every market it enters. 

At its core, Floozie Cookies is rooted in the values of quality, enjoyment, and accessibility.

The brand’s accessible luxury approach is woven through each detail, from the vibrant packaging to the welcoming interiors and warm service. Founder Kimberly Lin’s vision of bringing joy through simple pleasures is at the heart of the brand’s identity, making each cookie an experience in itself, not just a snack. 

Every element of Floozie Cookies, from the thoughtfully designed spaces to the meticulous craftsmanship of the products, reinforces a brand identity that is both premium and down-to-earth. Floozie isn’t just a cookie shop; it’s a destination for a joyful experience that reflects the indulgent yet inclusive ethos of the brand. The result is a memorable blend of quality, fun, and warmth that invites everyone to embrace a small moment of joy, one delicious cookie at a time. 

Impact 

Since its launch, Floozie Cookies has made a remarkable impact on the vegan dessert market. From its initial pop-up in London’s Covent Garden to its established locations in Dubai, the brand has grown steadily, driven by a commitment to quality, indulgence, and thoughtful design.  

During the UK lockdowns alone, Floozie Cookies sold over 15,000 cookies within a few months, quickly gaining a loyal following and creating a social media buzz that propelled its popularity. 

Floozie’s appeal lies in more than just its vegan offerings; it’s the inviting, stylishly colourful decor that creates a space where guests feel welcomed to enjoy a treat that’s both comforting and meticulously crafted. The warm, vibrant atmosphere offers a refreshing alternative to traditional patisseries, drawing dessert lovers of all backgrounds to experience something unique. 

Each oversized cookie brings a fresh twist to classic indulgence, packed with rich, unexpected flavours.

The accompanying menu of plant-based shakes and hot chocolates only adds to the inclusive, feel-good vibe of the brand, making vegan desserts accessible and satisfying for everyone, regardless of dietary preference—a key factor in Floozie’s growing fan base. 

Floozie Cookies’ expansion plans, with over 100 new locations in North America on the horizon, underscore the brand’s appeal and success. By blending Chef Kimberly Lin’s pastry expertise with TGP International’s strategic guidance, Floozie Cookies has emerged as a standout in the global dessert market.  

TGP International’s approach has helped Floozie preserve its unique charm and high standards, evolving from a beloved local shop to a brand with an international following, all while staying true to its mission: to offer an indulgent vegan experience that rivals the finest in the patisserie world. 

Team Recognition

Floozie Cookies embodies the creativity and dedication of TGP’s concept development team, who brought this indulgent, plant-based treat destination to life. The marketing team remains essential, expertly managing brand growth and expansion to introduce Floozie’s unique experience to ever-wider audiences. Through their combined efforts, Floozie Cookies continues to shine as a standout dessert destination.