MY CONTRIBUTIONS
Brand Positioning, Brand Story, Copywriting, Website Design + Content, Creative Director, Art Director.
BAKEDD TYPOGRAPHY REIMAGINED
Taking inspiration from the original 'b', I redrew it with a thicker width and shorter stem, then mirrored this form to create the 'd' and adapted it for the 'a' and 'e'. The 'e' was crafted with the same circular form, while the 'k' was redrawn to feel more balanced and cohesive. The result is fully customised, modern typography that feels refined, balanced, distinctive yet still true to the brand's roots.
BAKEDD BRAND ICON
The bakedd brand icon is a symbol of home - a place that embodies warmth, belonging, and a heartfelt welcome. The shape also honours their baking roots, echoing the shape of a fresh croissant and the familiar comfort of delicious sliced cake.
THE COLOUR PALETTE
Rooted in a laid-back Mediterranean spirit, the new bakedd colour palette evokes calm and warmth, inviting moments to pause, savour and simply breathe.
THE BRAND STORY
Step into bakedd, your artisan bakery, where every visit feels like coming home. Whether it's through a kinship for deliciously fresh taste adventures, savouring the perfect cup of coffee, or the quiet comfort of familiar faces, we can't wait to meet you and welcome you into the bakedd family.
We are guided by a deep-rooted tradition, a dash of curiosity and a strong belief in the power of soulful, freshly made food and brews to create meaningful shared moments. All served with warmth and care by the hands and hearts behind bakedd.
At bakedd, everything begins with a promise - fresh, handcrafted food, lovingly made on-site every single day. No shortcuts. No compromise. Just honest ingredients, time-honoured traditions with an innovative twist and a whole lot of passion.
From the early risers, loyal regulars and new friends to our kind-hearted crew and the skilled bakers behind the scenes. We are a reflection of the people that gather here. Everyone adds something meaningful to shape our community, because together we are bakedd.
HOW I SHAPED THE BAKEDD REBRAND
BRAND POSITIONING
Through customer and founder research, I uncovered what bakedd truly means to people. I translated these insights into brand positioning boards that clarified direction, purpose, and emotional resonance, laying the foundations for a strong, aligned brand journey.
BRAND IDENTITY
I designed a brand identity that blends emotional connection with thoughtful symbolism, evoking the feeling of home whilst subtly referencing a croissant. The result is a visual icon that feels comforting, crafted and instantly recognisable.
BRAND STORY
I wrote the brand story and homepage copy to reflect what makes bakedd so unique. Rooted in tradition, kinship and fresh daily baking, the voice feels authentic, welcoming and true to the heart of bakedd.
WEBSITE DESIGN
I completely redesigned the website, shaping its structure, flow, and content. Every decision was guided by the brand’s essence, ensuring visitors experience the warmth, care, and freshly made spirit of bakedd.
CREATIVE DIRECTION
As Creative Director, I lead the entire website process, aligning strategy, design, and user experience. I ensured that every detail felt cohesive, emotionally resonant, and true to bakedd’s brand essence, from first impression to final launch.
ART DIRECTION
I created the visual brief and shot list to capture the style and tone of the new brand identity whilst being mindful of the website structure. Being at the shoot gave me the chance to shape the imagery to truly reflect the brand whilst making sure we captured the right shots to bring the website to life.