Urban Legend is a British bakery brand producing healthier, air fried doughnuts for Tesco, Sainsbury's and Moto stores nationwide.
I developed the look and feel of the brand, designed packaging, product launch comms, retail POS, and print and digital marketing assets.
Working in-house as the lead designer from the initial launch stage, I took the brand through several design iterations as the strategy and messaging developed. The original identity started with bright, bold and glossy visuals before transitioning towards a more hand-crafted aesthetic to bring in the charm and character of an independent bakery.
packaging | branding | product launch | shopper marketing | illustration
