This brand creation takes the complexity out of baking. With straight talking & witty language, ‘I’m…’ is here to welcome newbies to baking.

The brief for this baking brand was to be as simple as possible, without losing the fun that can be had when baking. I have used a speech bubble for the brand’s logo, as a playful visual device that directly speaks to new bakers. I chose bold typography for the product descriptors, to cut through the noise in the baking aisle and create an overall pack architecture that is simple to navigate. I have written witty baking puns that are unique to each product, to bring some joy and personality into the design. I chose a pastel colour palette for the packaging backgrounds and fluid letterforms for the logo to connote the world of baking and icing.

This project was designed at ©Springetts