MRS CRIMBLE'S - REDESIGN
Role Designer
Task Immersion, Ideation, Range Extension
Agency pi global London
Role Designer
Task Immersion, Ideation, Range Extension
Agency pi global London
The Brief
Mrs Crimble’s, a UK bakery known for gluten- and wheat-free treats, needed a refreshed brand identity that would appeal to a broader audience beyond allergy-conscious shoppers.
Mrs Crimble’s, a UK bakery known for gluten- and wheat-free treats, needed a refreshed brand identity that would appeal to a broader audience beyond allergy-conscious shoppers.
The Problem
The existing look felt clinical, like many in the “Free From” category at the time. The goal was to shift toward a warmer, more inclusive tone that celebrated enjoyment rather than restriction.
The existing look felt clinical, like many in the “Free From” category at the time. The goal was to shift toward a warmer, more inclusive tone that celebrated enjoyment rather than restriction.
The Solution
Inspired by the brand’s 25-year heritage and roots in home baking, we created a friendly, uplifting identity centered on the message “Let’s bake love.” The design moves away from a pharmaceutical feel and embraces warmth, tradition, and wide appeal without losing its core promise of gluten-free goodness.
Inspired by the brand’s 25-year heritage and roots in home baking, we created a friendly, uplifting identity centered on the message “Let’s bake love.” The design moves away from a pharmaceutical feel and embraces warmth, tradition, and wide appeal without losing its core promise of gluten-free goodness.
BEFORE