Made by Mongoose is a home-based bakery I established in Kuala Lumpur during the lockdowns of 2020. It began as a passion project where I had my baked goods delivered to friends and family as a way to curb the social distancing blues, but word got around and I began to receive requests to purchase from colleagues and mutual acquaintances.

As a project near and dear to me, I was directly involved in its branding, copywriting, content creation, and social media management.

Customers and prospects were engaged via Instagram (@MadebyMongoose), where I posted menus, marketing visuals, IG stories, reels, and festive greetings.

'Mongoose' is a term of endearment often used by my family members and became the inspiration behind the brand name and logo. The Visual Identity System was developed in collaboration with Malaysian designer, Willwin Yang. 

Made by Mongoose's audience comprises mainly the following:

Foodies with a sweet tooth

Those in search of unique desserts as gifts

Fellow home-based businesses

A significant point to note is the time in which this business launched - at the height of the pandemic, when empathetic communication became more commonplace even amongst large corporate brands. With this in mind, the tone of voice remains consistently personal, compassionate, and warm.

Made by Mongoose is all about delicious desserts made with love and the best quality ingredients one can find. I endeavoured to capture this essence at every opportunity, with descriptions that would jostle awake the foodie in every reader.

In the fasting month of Ramadhan in 2020, Made by Mongoose pledged to donate 15% of all profits to two separate causes. The outcome of the fundraiser was published in a carousel post that highlighted how and who the donations impacted.

Visit the Made by Mongoose Instagram to view more content.