A chance encounter with a rock star helped Luis Gramajo and Hans Schrei, Co-founders of Wunderkeks, a chance to give back to the LGBTQ community.

Dan Reynolds, the lead singer of Imagine Dragons, found the brand on Instagram and ordered cookies. Once Hans and Luis found out, they reached out to the singer to tell him their story. Wunderkeks ended up partnering with Dan and donating $1 per dozen cookies sold to his charity Love Loud, which builds safe houses and offers counseling to the LGBTQ community.

The initial reaction was more negative than they expected – a lot of hate emails and messages followed from customers who didn’t know the pair was gay. Eventually, the tone turned more positive.

Customers now connect with the brand’s message and mission.

“We don’t sell cookies – we sell an experience, and it’s kind of like a self-care type of thing because you need to enjoy your cookies,” Luis says.

The cookies are individually packaged and delivered as a dozen in a pink box. They’re meant to be conversation-starters and shared, Hans, says.

“Who’s not going to start a conversation with the right food – with cookies involved?” He says. “We believe that it’s imperative not only that you share the product, but you share the message.”

In Part 2, Luis and Hans talk about:

* The beginnings of collaboration with the charity Love Loud.
* The feedback from the LGBTQ partnership.
* The need for safe spaces.
* Customer feedback on the brand’s mission.
* A rundown of the cookies.
* The product’s “loud” packaging.
* Where to find the brand on social media and how to join their community.

Join Ramon Vela and Hans Schrei as they break down the inside story on The Story of a Brand.

For more on Wunderkeks, visit: https://wunderkeks.com/ 

This episode is also brought to you by Sendlane.

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