Brand Identity
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Brand Guidelines
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Web Design
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Social Media
The Client
Baking for better mental health.
Bake Well Being is a social enterprise that provides one-to-one wellness and resilience coaching and group workshops on mental wellbeing and mental health, all delivered through the framework of a baking and decorating class.
In June 2025, the organisation became a Community Interest Company — a formal recognition of the very real impact it has been making. As they describe it themselves: a cosy space where both community and cake can rise together.
The BRIEF
Elevating a founder's vision.
As the enterprise grew and the ambition expanded, it became clear that the brand needed to grow with it. The existing identity was not reflecting the professionalism, warmth, and depth of what Bake Well Being had become. It was holding the business back from showing up with the confidence it deserved.
The goal was clear: elevate the identity into something complete, consistent, and compelling enough to attract new clients, open new doors, and give the founder the professional presence she had earned.
The PROCESS
Building on what already worked.
We began with a thorough discovery session — taking the time to understand not just the aesthetic preferences of the founder, but the deeper values and qualities that Bake Well Being needed to communicate. Through that conversation, a clear set of principles emerged: the brand should feel welcoming, inclusive, authentic, positive, and personal.
One of the most important calls we made early on was to build on the existing logomark rather than replace it. The heart-shaped cherry had real character, and discarding it would have meant losing something genuinely meaningful. Instead, we refined it — elevating it into a more polished, versatile mark — and then built a complete visual system around it.
The OUTCOME
Warm, fresh, and full of heart.
We developed a fresh colour palette, selected typefaces that balanced warmth with legibility, and created a set of graphic elements that could work consistently across every context. The identity was then applied to a fully redesigned website and a suite of social media templates, complete with a set of self-affirming statements crafted to capture the supportive, empowering voice of the business.
Together, the elements of the system work in harmony to create an identity that communicates what Bake Well Being stands for at a glance: a safe, warm, inclusive space where creativity, community and wellbeing are all part of the same experience.
The IMPACT
Ready for what’s next
For Bake Well Being, the new identity is more than a visual upgrade. It is a statement of confidence: a signal to the world that this organisation is serious, professional, and ready to grow.
“Everything was on point and exactly what I was looking for. I am so excited to launch the rebrand across my marketing and socials next week - I can’t wait to post my new logo everywhere!”
Ella Stewart, Founder
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