Developed a comprehensive visual identity for Arlo, a modern cookie brand that replaces traditional bakery tropes with a sophisticated, editorial aesthetic. Centered on a high-contrast serif logotype, the branding utilises a signature palette of soft petal pink and deep charcoal black. This identity was applied across a versatile range of mockups, from classy takeaway bags and premium gable-top carriers to minimalist menu cards and streetwear-inspired staff uniforms, ensuring a cohesive and high-impact brand experience at every touchpoint.

It was such a pleasure to work with a couple who reached out to me with a dream they had been whisking together in their home kitchen for years. They were ready to transition from a simple idea to a professional baking business and trusted me to build a visual home for their brand, Arlo. From our first meeting, I knew we wanted to move away from the cluttered, rustic look of traditional bakeries and instead embrace a soft-pop aesthetic that felt both artisanal and high-fashion.

My favorite part of the process was finding a way to weave their warm personalities into the packaging, by following their 'simply baked' philosophy. It allowed me to come up with a completely new way of expressing a lifelong love for baking-one that is defined by clean lines, bold confidence, and a premium feel. Seeing their vision evolve from a kitchen-table concept into a fully realised, cohesive brand has been a highlight of my year, and I can’t wait to see the community fall in love with Arlo!

P.s. I'll be the first in line at the launch ;)