Luvli

Bold Bakes for Every Taste

Luvli needed to be a true challenger in its category, shaking up an aisle that has recently become stagnant. Through our research and NPD process we noticed a few key trends in the baking market that weren’t being addressed by the existing products in the category, including an increasing desire for experimentation, for new flavours, and a rise in home baking across all demographics. Our identity boldly stands out in a staid category of legacy brands.

Once we dived into these areas, we realised that there was an opportunity to create something more radical than a variant on existing products that were already out there. And one thing we kept coming back to was that in an increasingly multicultural Britain, there was a distinct lack of international recipes in the category.

Specialisms

NPD Development
Strategy
Naming
Branding
Packaging
Motion
Art Direction

Features

The Grocer

THE CHALLENGE

We decided to focus on well-known, beloved, international desserts that would bring real innovation and distinctiveness into the category and focus on appealing to a wider set of consumers. Younger consumers are increasingly engaging with food as a shareable moment, both digital and physical. We wanted the Luvli brand to be something that people could share with their friends and family

Luvli is bold, colourful, and eclectic, mirroring its customers. With this in mind, we created a logotype featuring varied typography and used bright, bold colours, highlighting blue as our brand colour. Our art direction is graphic and playful, moving away from the traditional ‘show stopper’ finished dessert approach.

Instead, we focused on showcasing multiples of the finished product, emphasising the sharing occasion and repetition to perfect the dessert. We wanted this brand to feel like it offers a taste of home for everyone, no matter what their taste is or where they're from.

Paul Macis
Director

“White Bear’s expertise in branding and design transformed our vision to create a new brand. From the very first meeting, their team displayed an exceptional ability to understand not only our product but also the emotional connection we wanted to create with our audience. They guided us through the process of crafting a unique brand identity that stood out in a crowded market, blending creativity with strategic insight. The end result was a brand that not only looked stunning but also communicated our values of quality and joy with every detail.”

Next up: Thrift+