Luvli: Bold Bakes for Every Taste

THE CHALLENGE
Luvli is all about disrupting the conventions of its category, injecting life into a baking aisle that had grown increasingly stagnant. Our research uncovered untapped potential. Home bakers wanted more than another product, they wanted experiences that celebrated diversity, creativity and connections. Trends like a growing desire for experimentation, new flavours and a rise in home baking across all demographics were being overlooked.

But the challenge was not adding another product to the category. In an increasingly multicultural Britain, it became clear that the category lacked representation of beloved international recipes – an opportunity we knew would bring true distinctiveness and innovation.

THE SOLUTION
We reimagined what a baking brand could be, focusing on introducing well-loved, international desserts that appeal to a more global and diverse audience. Younger consumers see food as a way to connect – both digitally and physically. This inspired us to create not just a dessert brand, we wanted Luvli to spark moments worth sharing, bringing people together.

The result was a bold, colourful eclectic brand identity that looks just like its audience. The logotype features varied typography, reflecting Luvli’s diverse offerings. We used bright, bold colours, with blue taking centre stage as the brand’s primary colour. Breaking away from traditional baking imagery, the art direction showcases multiple finished products. This approach not only showcases the joy of sharing but the journey of perfecting a recipe through experimentation.

THE RESULT
Luvli stands out in a category dominated by legacy brands. Its bold design, playful tone, and focus on inclusivity offer something fresh and exciting. The brand delivers a taste of home for everyone—whether that home is a traditional Victoria sponge or an international delight.