Bluto
E-commerce brand creation
Bluto is London's first online artisan bakery, and I created its brand identity from scratch. I started with pen and paper, sketching logo directions and brand personality before moving to digital. The identity had to feel both fun and premium, approachable yet professional. Logo variants, colour palette, typography, and collaterals were designed so the brand could travel across packaging, flyers, and digital touchpoints without losing its character.
I had dreamed of designing my own brand since design school. When I started Bluto with two friends, I had the opportunity to do just that. The goal was to convey a fun yet professional look that would match the quality of the service and engage our target audience.
The brand needed to feel approachable and premium at the same time. I created logo variants, a colour palette, typography rules, and usage guidelines. The guidelines document ensured consistency across all touchpoints and made it easy for anyone to apply the brand correctly.
The Bluto brand became the foundation for everything that followed: the website, the platform, and all marketing materials. Starting with a strong identity made every subsequent decision easier and kept the brand feeling intentional.
