Vegan Bakery
Crumb was established during the 2020 lockdown to fill a gap in the market for truly exceptional vegan baked goods. The founder wanted a brand that felt personal, energetic and unapologetically fun to match the quality of her recipes.
The Challenge: To create a visual identity that feels organic and “handmade” without losing the professional edge required for a successful e-commerce business. The branding needed to stand out in a busy social media landscape and look great on physical packaging.
The Solution: I moved away from standard typefaces and developed a custom, hand-drawn logo. This approach gives the brand a unique personality that feels as authentic as the products themselves. The bold, chunky letterforms were designed to be instantly recognisable, whether on a small Instagram profile picture or printed on the side of a delivery box.
This brand identity was developed as a freelance project for Crumb. All branding assets and custom lettering remain the property of the client.