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Design: Biles Hendry
Location: United Kingdom
Project Type: Produced
Client: Urban Legend
Product Launch Location: United Kingdom
Packaging Contents: Donuts
Packaging Substrate / Materials: Cardboard
Printing Process: Digital printing

Never high in fat, sugar or calories? Biles Hendry’s branding for Urban Legend hits the sweet spot

London, United Kingdom, August 2021 – Boutique branding and design agency Biles Hendry captures sweet indulgence for revolutionary new donut brand, Urban Legend. Anthony Fletcher, founder of Urban Legend and former CEO at Graze, partnered with Biles Hendry to create the new challenger brand with a mission to prove it’s possible to cut sugar and fat without compromising on amazing taste or enjoyment. Fletcher says: ”Healthier products have been introduced in many categories over the last 10 years, but cakes and baked good have been left behind – the industry seems to feel it just isn’t possible to keep sweet treats delicious when healthier, you have to sacrifice one for the other. I didn’t buy this, so we looked at the challenge with fresh eyes and found food science solutions that meant we could make donuts that tasted just as good but with less sugar and fat, using steam cooking and alternatives to sugar found in nature. All the taste and enjoyment but healthier”.

Too good to be true? Baked with a patented steam process and using 50% less sugar, Urban Legend sets out to raise the bar for healthier treats in the baked goods category. The donuts boast no red traffic lights (non-HFSS), whilst surpassing the flavour and texture of competitive donuts.

Biles Hendry’s Creative Director Anthony Biles comments: “Anthony Fletcher has been a fantastic client to work with, a true innovator and inspiration for our team. We’ve created this brand from the ground up, teasing out everything from strategy to brand identity, naming, messaging, packaging and store concepts. A big shout out to the team at 20:20 who helped realise the store designs. We couldn’t be happier with the result and we believe this brand will turn heads.”

The first Urban Legend store opened in The Lanes in Brighton on the 2nd August. The donuts are also available to purchase through Deliveroo and UberEats in North London, with expansion anticipated shortly to other locations across London and retailers nationwide.