ARLO Brownies
At the peak of the pandemic in 2020, and with lockdown keeping everyone at home, this client found a sweet way to connect with the outside world. Their homemade brownies, a hit with family, sparked an idea and they wanted to share the joy! Deciding to open an online bakery, the goal for this client was to let others purchase the irresistible brownies and send a little happiness to their loved ones.
Designer & Content Creator
3 days + retainer
Branding, packaging, social media content, and social media strategy
Brief
Create a brand for a homemade brownie company that operates on Etsy, WantFeed and Instagram. Highlight the fact the brownies are homemade and the perfect way to share some love and positivity! The client wanted ARLO to come across as playful, positive, and full of personality - just like them!
Problem
A lot of online bakeries and cake makers look the same and have very generic, cute-sy branding. The client wanted to standout and look different in an area that was growing in popularity and becoming very competitive.
Solution
I created an authentic brand that sets itself apart from competitors by focusing on the USP of the business: the fact that the brownies are handmade and filled with positivity and happiness.
Studying competitors, it became clear that a pastel colours and cursive type was popular. However, it didn't feel quite right in the world of baking, especially when it comes to brownies - a rough-round-the-edges type of bake!
As ARLO business is all about delivering high-quality, irresistible chocolate treats that spread nothing but happiness, it was crucial for the brand to align with this mission.
Embracing a hand-drawn feel felt fun, relaxed, and informal, ultimately creating a brand that felt familiar, warm, and friendly.
The final result is a relaxed and authentic brand identity that works well for online content, as well as physical packaging and mailing materials.
