say hello to our new logo and website!!

Yes - it's a potato :) 

This weekend we began rolling out some of our new branding. You’ll notice our new logo gracing our website, Instagram, etc. Over the coming week, you’ll find it on our packaging and event setup. As essentially a startup, each year is filled with growth, but this one is particularly crucial to our brand identity as we’re preparing for our first storefront.

As a digital-first bakery (i.e. started with online orders), online interactions are more important than for brick-and-mortar stores. We wanted a simpler, more professional logo - but still with the potato chef. Lawrance gave a simple prompt to our designer Emily, “potato chef with cookie banner”, and she achieved our dream logo in literally 3 draft sketches.

Our winning design features a potato chef that makes cookies, but also one who lives in a cookie world. (Sidebar: the potato comes from my brother who claimed I was from potato island as a kid; hence I was “Potamy”. He is also the mastermind behind “Pudge” and “Smudge” [small Pudge]).

The logo is just the first part of broader branding changes that include typography, new icons, expanded color palette, etc. Many of these changes will have to wait for the website update we have ready for the storefront opening, which comes with a different ordering system. 

Edit - May 2, 2025

In a previous life, I worked at Launch Pop, a design & marketing firm that helped launch and grow companies. (I did web copywriting and brand strategy, not design haha) I hired them to re-design our website and create a brand book - our online presence and ordering is a priority for us especially as we grow. I was the one who did our former website, so I was glad to leave it in the hands of experts. We picked a new theme with more features, had some custom coding done to make it look great on mobile, and so much more.

We had our designer do the logo, but here's a small look at our brand book :) It also contained: color palette, typography guidelines, icons, patterns, and illustrations.

Here's the before of our website --

And... you're reading this in the After! A few things we focused on were: 

• Easy and simple to order (integrated our Toast ordering system) - and optimized for mobile
• Prioritize menu + where to find us
• Beautifully branded

As always, thank you for following along in our slow, steady improvements!