No Messin’ bakery needed a bold identity to stand out in a competitive market. The brief was for an irreverent brand to attract young professionals and food aficionados. We delivered a comprehensive brand solution and digital strategy that quickly made No Messin’ a sector favourite.
When we decided to work with ART DEPT it was crucial to create a dynamic brand that reflected our core philosophy of ‘fresh and seasonal’. Their full-suite approach allowed us to incorporate illustration, photography and asset production into our brand extremely easily. This 360 degree approach was essential to us having such a strong brand identity.
Niall Wynn
Owner, No Messin’ Bakery
“It was vitally important for us to have a strong digital presence and have tangible assets like our pastry bag, because we don’t actually have a bricks and mortar bakery that people can visit. Having these touchpoints, and a social media strategy that’s dynamic and can adapt to seasonal changes, was crucial for telling our story and connecting with our customers.”
Niall Wynn
Owner, No Messin’ Bakery
Project Information
ART DEPT worked closely with owner Niall to develop the N.M’ brand. The brief was to create a fun and hard-working identity that was social media friendly and would attract a key audience of urban professionals and food aficionados. We handled the full suite of design and production, including the logo, branding, packaging, documentation and social media.
Central to the N.M’ brand is the bakery’s mascot ‘Frank’, a put-upon local salaryman who’s always late, in a spot of bother or being harassed by animals. We commissioned Melbourne based illustrator Hayden Daniel to draw him in his loose and relaxed style. Frank quickly became a customer favourite and frequently crops up in customer Instagram feeds. The wider brand keeps things simple and allows the product to take centre stage.
The N.M’ USP is its use of fresh, seasonal ingredients sourced from local suppliers. To capture this side of the business we commissioned photographer Al Higgins to shoot trips to supplier farms, behind the scenes shots of the bakery in action and the pastries themselves. Having a constantly updated bank of photography keeps the N.M’ social feeds feeling fresh and lets customers know what the team are working on next. The N,M' Instagram page quickly gained over 9K followers and the simplicity of the brand design means new content can be made with minimum fuss, keeping the audience engaged from day to day.
Client:
No Messin' Bakery
Sector:
SME / Hospitality
Year:
2020
Services:
Logo Design
Branding
Art Direction
Social Media Marketing
Photography
Packaging
Photography:
Al Higgins
Illustration:
Hayden Daniels
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