The idea for Puddin’ was to create a dessert brand that felt playful, nostalgic, and full of personality. I didn’t want it to look like just another polished food brand. I wanted the identity to feel warm, slightly quirky, and something you’d actually want to interact with. So we built the visual direction around soft, playful colours, expressive typography, and a hand-drawn illustration style. This is where we started, turning the personality of Puddin’ into a visual language.