Lily’s Bakes – A Bakery That Breaks the Rules
Client Overview
Lily’s Bakes isn’t your average bakery. Founded by Lily, a fearless baker with a rebellious streak, the brand is all about shaking up expectations—both in flavor and personality. With a mission to turn everyday recipes into bold, unexpected treats, Lily’s Bakes needed an identity that reflected its creative edge and attitude.
Project Brief
Design a full visual identity and campaign concept that captures the essence of Lily: confident, unconventional, and wildly creative. The goal was to communicate that Lily’s Bakes isn’t just about pastries—it’s about personality, experimentation, and fun. The brand needed to connect with a younger, style-conscious audience who value individuality and bold experiences, both in food and design.
Creative Approach
I developed a striking monochrome aesthetic to give the brand a clean yet rebellious look. At the center of the identity is Lily herself—a recurring illustrated character shown in various cheeky, confident scenarios, from baking to skateboarding to handing out cookies like a covert agent. These illustrations help humanize the brand and give it a distinct, memorable personality.
Typography plays a big role in setting the tone. I chose a bold, wide sans-serif font to convey strength and presence, paired with more casual, expressive copywriting that speaks directly to the audience. Lines like “What ya need? Cookies, Danish… I got the goods” reinforce Lily’s offbeat, confident vibe and help the brand stand out in public spaces like subways and storefronts.
Outcome
The final identity is bold, playful, and instantly recognisable. It positions Lily’s Bakes as a brand that doesn’t just sell pastries—it sells attitude, creativity, and a sense of rebellion. The campaign successfully connects with the target audience by offering more than just food: it offers a lifestyle, a character to root for, and a fresh take on what a bakery can be.
Reflection
This project was a chance to explore character-driven branding in a way that felt authentic and fun. I enjoyed pushing the limits of a traditional bakery identity and turning it into something that feels more like a creative movement than a business. It’s a reminder that great branding tells a story—and sometimes, it’s a story about breaking all the rules.
