Bad Brownie

Dangerously Good


For every trend there’s a counter trend. As people eat more healthily, indulgence has become more decadent. We were asked to capitalize on this market opportunity.


The answer was Bad Brownie. We created a memorable brand identity for this naughty start-up which expressed their proactively decadent personality. Working closely with the founders, it was key that our solution was robust, recognizable and able to work as well in the artisan markets of London as it does in competitive retail environments. The design used the familiar sugar motif to cue hand baking but was expressed as a rough-edged, stencil to add attitude to the identity. We also wrote a cheeky strapline, Dangerously Good, to playfully contradict the brand name.


The brand has transitioned from London’s street markets to Selfridges Food Hall.