Urban Legend is a British bakery brand producing healthier doughnuts than its competitors.
I worked in-house as the lead designer from the initial launch. I developed the look and feel of the brand, designed packaging, product launch comms, retail POS, and print and digital marketing assets.
The design goal was to balance the health credentials with the indulgence of the product, so constant consumer research was key. We refined our comms throughout various iterations, starting with bright, bold messaging, before landing on a more hand-crafted independent bakery feel.
packaging | branding | product launch | shopper marketing | illustration
Packaging
In-store Cabinet
Seasonal & Promotional Designs
Mean Girls Partnership
©2023 Paramount Pictures
©2023 Paramount Pictures
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