Snack-sized brands
Client: BaxterStorey
Project: Brand Identity Packs
BaxterStorey is the UK’s largest independent foodservice provider with 800+ sites. I designed customisable mini brands for quick rollout in new locations.
BaxterStorey is the UK’s largest independent foodservice provider, known for revolutionising workspace hospitality since 2004. Fiercely creative and passionate about fresh, locally sourced ingredients, they pride themselves on creating beautiful spaces, exciting menus, and unique hospitality experiences tailored to each client. With over 800 sites across the UK, every venue has its own personality — and BaxterStorey wanted a suite of flexible, ready-to-use brands to bring new locations to life quickly and consistently.
Working closely with BaxterStorey’s Head of Creative, I was tasked with developing four distinct mini-brands that felt modern, attractive, and easy to roll out across new sites. Each brand needed a complete toolkit: brand guidelines, customisable logos, and a range of editable templates that clients could adapt for both print and digital channels. The goal was to create brands that could stand alongside high street food retailers while retaining BaxterStorey’s signature local and organic ethos.
Building on the team’s initial art direction, I created four unique brand identities using free Google Fonts for maximum accessibility. For each, I designed 110 fully editable assets — from menus and posters to social media templates — along with detailed guidelines outlining colour palettes, font rules, and usage examples. The result was a set of versatile, high-impact mini-brands ready to be deployed across BaxterStorey’s growing portfolio of locations.
