Brief
Help a family-run bakery launch a brand and e-commerce website for their new cinnamon bun delivery service.
Create a feminine, indulgent identity full of personality, one that would feel as joyful and comforting as the pastries themselves.
Client
Buns of Joy specialises in baking irresistibly delicious cinnamon buns, delivered to your door.
The situation
What challenge was our client facing?
When the pandemic forced local bakeries to shut their doors, our client, a family-run bakery known for their cinnamon buns, had to pivot quickly. With foot traffic gone and uncertainty ahead, they saw an opportunity to bring their pastries directly to customers' homes.
But to make the shift to DTC, they needed a full brand identity and an e-commerce experience that captured the warmth, indulgence, and charm of their in-store experience, delivered through every box, click, and scroll.
The Task
What outcome were they hoping to achieve?
They wanted to recreate the magic of their bakery in a digital and at-home experience, one that felt just as warm and memorable as visiting in person. The goal was to build a brand that stood out in the DTC food space, with an identity that felt playful yet premium, and an e-commerce site that made ordering buns feel easy, exciting, and irresistible. Above all, they wanted to spark joy with every delivery and build a loyal customer base beyond their local community.
The action
What steps did you take to help them get there?
We kicked things off with The Start-Up, developing the logo, colour palette, and typography with a focus on creating something feminine, playful, and hand-crafted. To bring this vision to life, we designed a hand-drawn bun motif, paired with illustrative accents that flowed throughout the brand identity, adding warmth, charm, and a personal touch.
Next, during a dedicated studio day, we created the full unboxing experience, designing branded tissue paper and a custom mailer to make each delivery feel special and elevated. Finally, we built their Shopify store and designed a set of branded customer emails, giving them a beautifully cohesive digital home, built to turn browsers into buyers and support the brand’s growth from local favourite to nationwide delight.
The Result
What was the final result?
The final result is a joyful, personality-packed brand that brings the warmth of the bakery into every part of the customer journey. From the hand-drawn bun motif to the indulgent unboxing experience, every detail feels thoughtful, playful, and unmistakably them.
Their webstore offers a seamless and beautifully branded way to shop, while the new identity has given them the confidence to grow far beyond their local roots, delivering cinnamon bun joy to customers across the country.
What our
client said
"The final product would have never been as great as it was if it wasn’t for Freckle’s due diligence, hard work, and commitment to always go above and beyond."
“Freckle went above and beyond on our brand identity project. She dove deep on research and was not afraid to speak up when she felt like the project was heading down an ill-advised direction.
I selected Freckle due to their expertise and keen eye for design, so I was so glad to see that they stepped up into that role of a “design partner” instead of just being a “graphic designer”. They truly took the time to understand our brand strategy and aligned all of their work to our goals and visions.
The reaction to the branding has been phenomenal and I am already looking for any excuse I can to commission them for another project!
If you are someone considering Freckle, I would tell you not to waiver and book them asap. I saw during the course of my project just how far out they were getting booked and considered myself lucky to have gotten on their calendar on an spot right after the holidays!
zawwar, highclere