with love,
description
Baking is a skill that bridges professions, hobbies, and everyday life, yet it often feels intimidating for many. While some find joy and relaxation in the process, others are discouraged by the complexity, precise measurements, scientific techniques, and the fear of failure. Even when following a recipe perfectly, home bakers can feel frustrated by inconsistent results, confusing instructions, or hard-to-find ingredients. And with the rising demand for high-quality, diet-friendly options like gluten-free and vegan baked goods, accessible support is more important than ever.
With Love, is here to change that by making baking simple, stress-free, and sweet. From thoughtfully crafted recipes to pre-measured ingredients and step-by-step guidance—delivered right to your door (with love, of course!)—With Love, empowers bakers of all levels to feel confident and inspired in the kitchen. Whether you're just starting out or a seasoned baker seeking fresh ideas, the experience is designed to be seamless, supportive, and joy-filled. By educating, encouraging, and equipping users with everything they need in one place, With Love transforms baking into a rewarding act of self-care and connection, bringing people together to create delicious memories with love as the main ingredient.
the process
research
I began by digging into public forums like Reddit and Quora to understand why people struggle with baking, even when following recipes correctly. This uncovered recurring pain points, including difficulty understanding baking science, sourcing ingredients, and staying motivated through trial and error. From there, I defined my audience as 25 to 30 year old women who bake as a creative outlet, landing on a guiding statement: educate and share baking recipes, tips, and support while empowering the user and keeping things engaging.
development
With the brand name With Love established early on, I built a warm, handwritten identity system paired with a bright, postcard-inspired color and stamp motif. This visual language carried across every touchpoint, including recipe cards, stickers, packaging, a recipe tracker poster, and a monthly subscription box, as well as a companion website and app for purchasing boxes and following step-by-step recipes. Each piece was designed to reduce the friction around baking while keeping the experience personal and shareable.
exhibition
For the physical presentation, I moved away from a traditional poster display and instead built a mock kitchen setup, complete with shelving, baking tools, and the subscription box, to immerse viewers in the brand's world. This shift let me redirect more time into refining the website and app, adding richer detail and animation to the digital experience. The result was a cohesive, tactile display that let visitors interact with the brand rather than just observe it.
the brand
For my logo, I wanted it to feel like it was handwritten, showing the humanness behind the brand. With slight imperfections in the x-height and tracking this furthered the personality of the brand and gave it a personal touch.
For my color and type choices, I wanted colors that were bright and fun, paired with type that matches the handwritten, postcard-letter-esque feeling that I drew most of my inspiration from. I wanted these to feel inviting for the user, in hopes of encouraging them to bake With Love,
For my logo, I wanted it to feel like it was handwritten, showing the humanness behind the brand. With slight imperfections in the x-height and tracking this furthered the personality of the brand and gave it a personal touch.
illustrations
print deliverables
digital deliverables
As I developed the website, I added more brand elements throughout, such as the stripes and stamps, as well as bringing in more color. I initially had very minimal moments of color, but I decided to go “all in” on the brand, which I believe brought my brand to life and really gave the website more personality. The main goal for the user is to find a subscription box, select a plan that best fits them, and get any questions that they might have addressed, as well as learning more about the brand and the reason behind it all.
The main goal for the app is for the user to scan a QR code from the recipe card to add the recipe to the app, and then follow along with the step-by-step baking mode. Once completed with the recipe, the user can share a post with the friends. All recipes scanned can be found in a digital cookbook.
exhibition
