ABOUT

Baked are an artisan cafe & bakery, with a shop positioned at the very heart of Derby's area of commerce. I was tasked with a brand creation, ready for their hugely anticipated launch.

They had an original logo designed by the owner. It was pink on black and didn't really have much potential to communicate their artisan heritage.

I refined the logo, selected a classically modern colour pallet and started to create a theme for the identity. I used an old hessian flour mill sack, lightly dusted, to give the brand an authentic look and feel. The hessian ran across all of Baked's materials and it became a trademark of the brand.

To lift the online experience, I commissioned a series of bespoke, etched illustrations to make the interface widely accessible and user friendly. The site was designed to be a temporary one-page site, however it is still used two years since it's inception.

The final input before handing Baked over to another designer was to create an advertising theme. After a conversation over a coffee and home-made cake with the owners, the line "your baked donuts are intense, it's like a legal high" just popped out of my mouth. A few notes later, "the way to get baked" was born. We used "the fastest way to get baked" to advertise their new contact-less payment facility. To target students we used "the legal way to get baked", advertising their donuts, smoothies and ice cream.