Finch Bakery came to me at a point where the business had already built something rare — not just a product, but a personality. Lauren and Rachel had an energy, a confidence and a modern irreverence that set them apart in an industry still leaning heavily on nostalgia and softness.
The work here was about giving that spirit a visual language strong enough to hold it.
Instead of following the expected path of “baking brands” — delicate scripts, pastel florals, vintage cues — we leaned into boldness, movement and impact. The spiral became a central device: playful, confident and instantly recognisable. It mirrors the swirl of icing, the energy of their social presence, and the pace at which the business moves.
This project marked a shift in how the brand showed up in the world. It moved from being a brilliant business with a presence, to a brand with a clear point of view — one that could scale across packaging, retail spaces, vehicles, digital platforms and publishing without losing its personality.
What I value most about this work is how cohesive it feels across touchpoints. From a delivery box to a recipe book to a van driving through town, the brand behaves like one living system. Joyful, confident, and unmistakably theirs.
