Building a brand from a blank canvas. Bold from the start.
Consumer Goods — Food Colouring & Cake Decoration
4
Concept directions
Full
Brand identity
360°
Packaging system
GTM
Market positioning
Blend entered a market where the dominant players had invested almost nothing in brand. Food colouring was treated as a commodity. The packaging was functional, the shelf presence was forgettable.
The brief was a blank canvas: build the brand from scratch. Strategy to shelf. Every touchpoint from first.
A commoditised category. An opportunity hiding inside it.
01
The clinical trap
The instinct for a new brand in a functional category is to go clean and professional. Research showed the target audience — bakers who treat their craft as an artform — had no connection with clinical.
02
Building from zero
No existing equity, no identity, no history. Every element needed to be built and justified from first principles — and be scalable across a full product range from day one.
02 — Strategy
Clinical or Bold. The decision that shaped everything.
The strategic framework documented the case for both directions with explicit pros and cons. Clinical offered safety. Bold offered the chance to be the only brand in the category that looked like it belonged to the audience using it.
Strategic decision framework — documented rationale for the bold direction
Brand architecture — pillars defining what Blend stands for
This market wasn’t short of products. It was short of personality.
Pivitt — Brand Strategy, Blend
03 — Identity Development
Four concept directions. Each applied to photography and packaging.
Every direction was tested against real imagery and 3D bottle renders. The brief wasn’t a logo in isolation — it was a brand system. Each concept had to prove it could carry that weight.
Concept AThe Lettermark — “B.”A bold geometric B referencing the dropper bottle. Strong as a standalone icon and flexible across labels.
Concept BThe Bold Masthead — “Blend.”High-contrast thick/thin serif with magazine masthead energy. Commands shelf and editorial equally.
Concept CThe Expressive Lowercase — “blend.”A softer thick/thin serif in lowercase. Premium and playful at once. The direction that shaped the final identity.
Concept DThe Italic Script — “Blend.”A luxury-leaning script tested against bottle format and lifestyle imagery.
04 — Selected Direction & Buildout
Concept C developed into a full brand system. From bottle to billboard.
The expressive lowercase serif was developed across the entire product architecture — oil blends, edible sprays, icing whitener, and metallics. One identity logic throughout: the product colour is the brand colour.
Oil Blend Range — 130+ SKUs
The full oil blend dropper range — every bottle its own colour, every colour its own product
Edible Spray Range — “Feeling Colorful?”
Bold, warm, and unmistakably expressive.
Edible Spray Range — “Feeling Cozy?”
Cool tones. Earth and forest.
Edible Spray Range — “Feeling Fancy?”
Night-mode. Amethyst, sapphire, ruby.
Edible Spray Range — Metallic & Shimmer
Gold, silver, rose gold. A premium tier in its own world.
Edible Spray Range — Chocolate & Velvet
Warm tones. Milk chocolate, dark chocolate, velvet.
Icing Whitener Range — FrostFlare®
Specialist product. A world of its own.
The icing whitener range received its own editorial world — powder blue, ceramic geometry, and cupcake props that make the product feel both premium and purposeful.
FrostFlare® icing whitener range — a distinct editorial world within the Blend. brand system
Campaign — Out of Home
“A little goes a long way.” The line that runs through everything.
The campaign lines work across every product range while keeping the brand system unified. Each colour range gets its own voice, tone and visual world.
“A little goes a long way.” / “Feeling Fancy?” — two campaign executions, one identity system
Collateral
The brand lives beyond the bottle.
Digital — Website
Three colour variants. One coherent system.
Each website variant is driven by the product range colour. The wavy graphic device carries across all three, making the site feel unified whatever product you land on.
Website — colour variants mapped to each product range. “A little goes a long way.”
05 — Outcomes
A complete brand system. Built to last and built to scale.
Bold positioning claimed
Entered a commodity category and positioned as the brand for bakers who treat their craft as artform.
Scalable packaging
The colour-coded identity solved shelf recognition and selection friction simultaneously.
Ownable identity
A distinctive serif system that reads as premium and expressive — transferable across every touchpoint.
GTM-ready
Brand guidelines, asset library, and strategic rationale that gave Blend a foundation to launch from.
Once you Blend — you don’t go back.
Blend — Brand Positioning Line
Your brand should be opening doors, not closing them.
30 minutes. No pitch. An honest conversation about where your brand is and where it needs to be.
