ABOUT

Biles Hendry was asked by former Graze CEO Anthony Fletcher to create the brand strategy, identity, packaging and interior for a new challenger high street donut business. With a revolutionary approach to baking, this as yet un-named brand was on a mission to prove that it is possible to cut sugar and fat without compromising on taste and enjoyment, generating mass appeal beyond the health conscious.

Having developed a positioning around 'unbelievability' and knowing that overt health messaging and cues can get in the way of consumer enjoyment when it comes to indulgent eating occasions, Biles Hendry developed the name URBAN LEGEND and the strap-line TOO GOOD TO BE TRUE.

The name, strap-line, brand mark and other design assets toy with consumers, inviting to them seek out and question the brand's product truths, visually capturing sweet indulgence while revealing the healthier attributes through gossip, rumour, hearsay and ‘hidden’ messaging. For instance, shop assistants might casually remark that 'the donuts have the same calories as a piece of buttered toast' and the message ’never high in sugar, fat or calories’ is only revealed once the box is opened. Is it true? Is it Urban Legend!?

The whole identity has a sticky, sweet confectionery feel, tapping into nostalgic memories of sweet shops and funfairs. The logo has the appearance of being written in donut icing and the U in ‘Urban' is made of an exclamation and question mark, representing the statement and doubt aspects of urban myths and unbelievable truths. The 'U’ of Urban is used as a lift off mark on signage, packaging, apparel, app icons etc.

As well as naming, the strap-line, the logo, key brand messaging and general copy writing, Biles Hendry designed the packaging and created the look and feel of the stores including signage and the consumer journey. Biles Hendry designed the approach to the website and social media feeds, developed designs for staff apparel and stand-alone POS units for use in third party stores (to be rolled out soon), as well as creating guidelines which included TOV.

In August 2021 Urban Legend opened its first store in Brighton and has since opened several stores in London with plans to open many more up and down the UK. The donuts will also be available on supermarket shelves and from free-standing units, and are available on UberEats and Deliveroo.