Dozen Flours

Baking blog branding

Overview

Client

Passionate baker from Seattle, Washington, USA, who curates a baking blog called 'Dozen Flours,' on which she shares her wonderful creations with the world.

Background

This client's main passion is baking, and she loves spoiling people with her baked treats. She is often commissioned to bake for others, but in her words, the baking business and blog isn't about making money; it's about making people happy, celebrating special events, and learning about food.

Target Audience

Predominantly women of all ages, but majority are 20–45.

Tone

Creative, quirky, joyful, homemade, comforting, and approachable. Feminine and playful, optimistic and loving. "Like a hug you can eat."

Inspiration

One image that resonated throughout the early development stage was that of the iconic, wholesome 1950s American housewife, happily baking in the kitchen. Whimsical illustrations, colors, and design aesthetics evocative of this era became a major source of inspiration.