(Challenge)
Lily’s Bakes needed a brand identity that felt instantly memorable in an overcrowded bakery and café market.
The challenge was to move away from the predictable “cute bakery” aesthetic and create something with attitude — a brand that still felt warm and inviting, but with enough personality and edge to stop people in their tracks.
(Approach)
The identity combined playful illustration, bold typography and street-inspired messaging to create a bakery brand that feels modern, rebellious and full of character.
Packaging became a key part of the experience, turning everyday bakery items into statement pieces through oversized type, sharp monochrome visuals and tongue-in-cheek copy like “We sell the hard stuff” and “Pushin’ pastries like it’s illegal.” The result balanced humour, creativity and strong visual consistency while still keeping the brand approachable and family-friendly.
(Outcome)
The final brand gave Lily’s Bakes a distinctive voice and visual identity that stands out far beyond the café space.
The bold packaging and campaign direction helped transform the bakery into a recognisable lifestyle brand with strong personality and social appeal.
The project’s impact was further recognised through industry award wins, including Gold at the IDA Design Awards 2025 and Silver at the Creativepool Annual 2025.
