Fitting the Pieces Together

When I started Edible Architect, I knew I wanted to make it faster and easier to make nice-looking houses out of cookies. I decided to focus on 3 simple designs: Cottage 1, Cottage 2, and Village Church, which could be decorated to suit any occasion or holiday. Together, they could be used as an edible village. I learned enough about 3D design and printing to bring my first "products" into existence, and crafted simple, "architectural" packaging in which to ship. I named them "cookie cutter construction sets".

Cottage 1 cookie cutter construction set prototype, freshly printed

I realized I would have to provide at least written instructions with each set, so that people would have any chance of knowing what it was, and how to use it. I leveraged and modified existing construction gingerbread and royal icing recipes (widely available online), and developed what would become the first "blueprints". On each, I included a construction gingerbread recipe for the "walls", optional instructions on how to melt candy glass windows, a recipe for the royal icing "mortar", and step-by-step text instructions on how to assemble each building. When I started using my own paper-printed copies, I ruined several and got the idea to print them on waterproof paper, so that they could be washed in the sink and reused over and over. Thus, our waterproof "blueprints" were born. Today, you can find one inside each cookie cutter construction set.

First (amateur) product photo shoot, featuring Village Church cookie cutter construction set (and first blueprints!)

As I started to market my new creations, I had trouble articulating that my products were a vehicle to get you to a destination: a cookie house that didn't take long. I started the Edible Blog as a means of communicating what I was working on, my goals, and to solicit feedback. Were there specific designs people might like to see? Did people have ideas about how to use these? Did they want me to provide ideas for how to entertain with them? Did people want something you could eat, or would they prefer to admire their confections for weeks? If I could find out, I could tailor my products or supporting content accordingly.

The early feedback I received on my cookie cutter construction sets was that the written directions were hard to follow. People had trouble visualizing how to assemble the structures. "Couldn't you provide diagrams?" people asked. In my mind, I wanted to limit the blueprints to 1 page, so you could keep them neat and clean, and have them forever. Diagrams would turn a 1-page blueprint into a 10-pager.

Instead, I believed video tutorials would enrich the written instructions, and provide a visual guide that you could follow as you constructed your cookie building. For each design, I would walk through making the recipes, baking the cookies, assembling the buildings, and finally decorating them. Unfortunately, I absolutely hated the thought of seeing and hearing myself on a YouTube video for the world to ridicule. But what choice did I have? I was EA's only and best spokesperson. Our Edible Architect YouTube channel was launched soon thereafter. My apologies to any viewers for the amateur quality, which I am actively working to improve!

@EdibleArchitect on YouTube

When planning my first videos, I was deeply disinterested in making anything out of construction gingerbread. While technically edible, it contained ingredients like corn syrup (for sturdiness) and tasted awful. Plus, you could literally chip a tooth on it. I started experimenting with clean ingredients ("building materials"), and developed the first from-scratch recipes I'd ever written. I decided to pair each cookie cutter construction set with an original recipe, and to make every Edible Architect recipe available on our website. That way, you could buy any cookie cutter construction set and use it to make an endless array of delicious desserts. And in furtherance of that effort, why not include thoughtful serving suggestions, to ensure a successful final result?! It seemed like the perfect time to launch a "Building-of-the-Month", where I could feature a seasonal design and recipe. To-date, monthly designs have included Snowflake Shanty in Patrick's Cardamom Crisp Cookie, Cupid's Cookie Cottage in gluten-free Raspberry Tart Cookie, Leprechaun Lair in Herbaceous Mint Chocolate Chip Cookie, and soon Bunny Bungalow in Carrot Cake Crunch Cookie (launching April 1st!). And to accompany each set, a unique cookie texture roller (we like to roll ours onto roof pieces).

Leprechaun Lair cookie cutter construction set and Leprechaun Lair cookie house in herbaceous mint choc chip

My philosophy has been that if I can communicate, whether in writing, via video, on social, or through recipes, the sheer joy and therapy that baking cookie houses brings me, it might inspire others to give it a try. And we could build a community of edible architects. And so we are. We're changing the way America eats cookies. One cookie cottage at a time.

In the future, I plan to expand our shop to include accessories, such as stands on which to build, rolling pin bands, illumination kits, decorating kits, and more, putting everything you need in one place. I'm also thinking about compiling this year's recipes into an Edible Architect cookbook, with full photos of each baked design. If you have ideas, I'd love to hear them! Please visit our Contact page and send me a note.

I can't wait to see what we build, together!

Patrick