What if consistency isn’t the goal of brand guidelines… just the baseline?

Consistency is usually the focus, but that’s not what actually makes a brand work.

Clarity does, and when a system is clear, consistency happens naturally

Quick example, SpokesPup 🐶

The product already had a clear logic with the traffic light system, and we expanded it into a brand world people could actually follow.

What makes that work:

• Every element ties back to one idea. • You don’t have to guess what’s on brand. • Different executions still feel connected.

Most guidelines try to control outcomes, but the better ones guide decisions.

Consistency is just the side effect.

Would someone new know what to do without asking you?

Okay, this is absolutely amazing!

Bad Bun is a burger joint with a rebellious streak. Not your average takeaway — it's the place you go before the party, after the party, and sometimes instead of the party. The ask was to create a brand that felt bold, unapologetic and made to be seen. Something playful and confident, with just enough chaos to feel authentic. The kind of branding people instantly recognise — and want to be part of.

The approach: I came at it from the culture first. Bad Bun isn't just food — it's a mood, a crowd, a late-night energy. So the brand had to live beyond the logo. I developed a full visual world built around that personality: a tone of voice that's got attitude without trying too hard, a visual system that's deliberately a little unruly, and a character-driven illustration language that shows up consistently across every surface. The packaging talks back. The menu reads like a playlist. The merch is something people actually want to wear. Every touchpoint was designed to feel like it belongs to a place worth talking about.

Deliverables: Brand strategy · Visual identity · Tone of voice · Packaging design · Menu design · Merch · Environmental graphics

Obsessed. I'd eat there every day with graphics like that 🙌