Bake Today Brand Identity

Bake Today is a passion project based on an Instagram account that had compiled a brief weekly for designers to join.

Bake Today is the ultimate solution for pancake lovers who crave the joy of homemade goodness without the hassle. Offering a range of delicious flavours and easy-to-follow instructions, Bake Today pancake kits simplify the art of breakfast, brunch, or anytime indulgence. Each kit is thoughtfully curated to include everything a consumer needs for fluffy, flavourful, pancakes that brings people together.

Bake Today required a cohesive brand identity and packaging design that captured the simplicity, warmth, and joy of homemade pancakes, making the kits visually appealing and instantly recognisable on shelves.

I initially designed a memorable mascot that could be used across the logo and capture a friendly way to invite consumers into the brand. The mascot would also embody the fun and simplicity of baking pancakes at home.

The Bake Today packaging features illustrations of a chef's hat, whisk and spatula, emphasising the brand's focus on effortless home cooking and creativity in the kitchen.

The choice of the colour palette was also to perfectly represent the brand, and the comfort and joy of pancakes, whilst also being warm and inviting. The mauve gave a hint of sophistication, with the burnt orange a nod to the golden hue of a freshly-baked pancake. The soft beige and creamy off-white creates an approachable backdrop that ties the palette together. The colours are used harmoniously across the packaging and brand materials.