Buddy Creative creates a boldly distinctive British identity for Flapjackery

Flapjacks are a beloved comfort food in British culture — a true national treasure. Flapjackery’s ambition is to become the UK’s most recognisable flapjack brand. With an extensive, award-winning range of flavours, including vegan options, they offer something for everyone.

Following a period of rapid growth, the business evolved from a single market stall into a successful independent retailer with specialist shops across the Southwest. However, their existing identity was holding them back from appealing to a wider audience.

Embracing Flapjackery’s distinctly British character, Buddy refined and strengthened the brand’s visual assets. By treating the Union Flag like flapjack itself, Buddy introduced sliced forms and dynamic angles that echo the way the product is cut. A warming colour palette and a new FJ monogram added a sense of quality, cohesion, and homely appeal — resulting in a more distinctive and ownable brand identity.