Dejunking the Bakery category!

Creating a start up brand to dejunk the bakery category, embracing the new stance on sugar, salt and sat fats by the government through the HFSS legislation to be the brand that champions peoples health and the right to have some healthy fun in their lives. Jnck was born from the sheer lack of healthy treats in the bakery category and lack of accountability from brands to have peoples health at the heart of their brand vision. Working with the founders, who had developed a better for everyone cookie the project has been a brand building journey. From the brand proposition, developing the brand with the essence 'live junk free', its more than a brand, its creating movement to champion the need for better, transparent and happier alternatives. The brand mark was torn and created from recycled paper scraps and developed to create the ironic name of Jnck. We are dejunking the category one bakery product at a time. The founders love of baking was inspiration for the brand assets and patterns, all created from mark making in the baking process. The fun of creating splats, splashes and the joy of baking was translated to the visual identity, the antithesis of dull brown cardboard bakery products! Creating a movement and purpose driven brand where the societal impact we can on health was not only a labour of love but a mission that is inline with my values as a business. With clients who want to create positive impact understanding creativity is a powerful tool to tell a visually compelling story. Check out the website at jnckbakery.com and my own creative consultancy website to find more purpose led work at helenhartleyconsulting.com