• Transform magazine
  • June 26, 2022


The Space Creative rebrands Food Thoughts

Food Thoughts Line Up 02

Creative design agency, The Space Creative, developed a new brand identity for cocoa and cacao-based baking ingredients, Food Thoughts.


As a result of the pandemic, sales of home baking ingredients in supermarkets have seen strong growth, with Brits spending an extra £139.6m on ingredients and supplies. To capitalise on this growth opportunity and expand their sales, Food Thoughts worked with The Space Creative to create a refreshed identity that would stand out amongst competition and communicate the ethically sourced ingredients of the products.

“We wanted to create a design that generates an emotional response in a sea of packaging featuring cake photography. We built on the idea that baking is an expression of love for friends, family and the community around us. Our unique illustrations for Food Thoughts create that sense of community and celebrates the joy that baking brings to people’s lives,” says David Thomson, creative director at The Space Creative.

While the core colours of the palette had to be retained for brand recognition, The Space Creative refreshed it with more approachable and vibrant colours that worked across the range.