We have witnessed many major rebrands lately, we can't help to think about Instagram or DC Comics for example.
Gordon Reid was commissioned by two ex-advertising folks who had this great idea to create a reactive bakery to whatever social media frenzy was happening in the world. It was an opportunity for Gordon not to miss as he knew he had two people there who really wanted to create an exciting brand and fun design. So thankfully they had the trust to let him really go a bit wild with the brand identity.
The brand was build around the strong wordmark and striking colours. From there I created a large brand illustration with core elements that can be pulled out and used for other sections of the brand. Once the brand and core illustration was created, we got down to the website, social, packaging, stand design, outdoor advertising and loads of merch.