Within this post I will be I will be outlining the proposed project for the professional portfolio design module. This will include a project brief, a 5 minute presentation and development work carried out.
Project Brief
For the project brief I chose to write from the perspective of the client. Please see below:
Video Presentation for Proposed Project
Development Work
Within this section I have included my ongoing notes that were being written throughout this project, this includes brand development, target audience personas, competitor research and basic notes.
Introduction – Simply Baked
A local bakery, Simply Baked, has asked for a playful and bright rebrand. They would like bespoke, sustainable packaging that stands out from the plastic, non-recyclable standard. They would also like shop signage, vehicle graphics for delivery vans/lorries, festival stall POS and supermarket POS packs.
Their mission statement:
We make delicious, simply baked goods, using minimal, high-quality ingredients. We want people to enjoy baked goods without feeling worried that they are harming their bodies or the environment.
Simply Baked’s vision is to meet the demand for simple products made with quality, sustainably sourced, whole ingredients. Success to Simple Bakers would be to have the mass market purchasing their low processed products and recycling/reusing their packaging. They aim to expand the business and grow from local convenience shop sales to national supermarket sales. Additionally, to raise their brand identity they would like to attend more festivals and markets nationally.
Keywords:
Bright
Colourful
Purposeful
Specific
Unique
Playful
Sustainable
Target Audience
The target audience for Simply Baked is broad. They are targeting all genders, aged 25+ that love delicious food but are conscious of ingredient use and/or environmentally friendly.
Keywords:
Creatives
Health conscious
Caring
Sustainable
Aesthetics
Personas
To understand the customer base for Simply Baked I have created a range of personas.
Competitors
Below are examples of branding for competitors that are targeting a similar market due to the use of reduced numbers of ingredients.
Simply Baked would like to offer a sustainable alternative to packaging. Current competitors use plastic bags or non-recyclable paper or paper bags with plastic windows.
When looking down a bread aisle in a supermarket everything is very similar, nothing stands out, Hovis and Warburton are a little more eye catching because of colour. Could colour and illustration be used along with different form of packaging altogether?
Often baking companies engage with the audience through:
- Larger bakery shops – multi-media campaigns, TV, brand presence through festivals, POS, billboards
- Bread – TV adverts
- Café – social media presence / local news outlets / word of mouth
The tone and voice for competitors is:
- Regional
- Warm and friendly
- Humble
- Affordable
- Storytelling
- Personable
QUICKFIRE ANSWERS
This section is a bullet point section that I used to help me understand the main subjects of this assignment. I have also included the mind maps that were created in a lecture that showcases initial thoughts and career goals.
Bakery – independent (currently local, aiming to be national)
Possible design opportunities:
- Bread packaging
- A physical store
- Pastries and baked goods packaging
- Delivery van
- Stall for fairs and markets and festivals
- Maybe coffee
- Occlupanid – different personalities?
Possible problems
Simple/natural tend to be simple/natural colours, straightforward designs, how will I include colour and playfulness without seeming to be distracting??
What is the problem? Is there a problem? Why?
Bread and baked goods packaging not sustainable
Baked goods have too many over processed ingredients
Who is it for? Why? Audience?
People who want to make healthier decisions
People who care about the environment
People who are drawn to aesthetics
Rationale? Why?
A small brand wanting to grow but stay true to their values
Why do people want independents rather than a mainstream?
Independent are more sustainable and more trustworthy.
References
Hearth (2025) Gallery. https://www.hearthfamily.co.uk/bakery-gallery [Accessed 22 Oct 2025].
Lukes Bakery (2025) Homepage. https://lukesbakery.co.uk/ [Accessed 22 Oct 2025].
Sainsburys (2025) Jason’s sourdough. https://www.sainsburys.co.uk/gol-ui/product/jasons-sourdough-white-ciabattin-580g?gclsrc=aw.ds&&cmpid=cpc&utm_source=Google&utm_medium=cpc&utm_campaign=20333793068&utm_content=shopping&utm_term=%7bsku%7d&utm_custom1=&utm_custom2=759-449-0952&gad_source=1&gad_campaignid=19663891335&gbraid=0AAAAAD17J_B0G3WhMXl5AHqLMAnUZFJYK&gclid=CjwKCAjwgeLHBhBuEiwAL5gNEQbOSNS7LwfLhCdgOKh57ERWRwXCgzfk-s-0wJhmQxgRg3GLP6nTkRoCGSAQAvD_BwE [Accessed 22 Oct 2025].
The Bread Factory (2025) Our products. https://www.thebreadfactory.co.uk/our-products/manchester/ [Accessed 22 Oct 2025].
Vilgain (2025) Sandwich bread. https://vilgain.co.uk/vilgain-sandwich-bread/370-g-37782 [Accessed 22 Oct 2025].