No nuts. No milk. Just Love! Biles Hendry revolutionises Just Love’s inclusive celebration cakes brand

Award-winning London creative agency Biles Hendry has refreshed the creative strategy and rebranded Just Love, the UK’s leading Inclusive Celebration Cake company known for its allergen-safe vegan and gluten-free cakes. The work included a new logo and packaging design, brand tone of voice and key brand messaging along with other brand assets. 

“Just Love probably make the most inclusive cakes, offering treats that are free from common allergens,” said Ross Hamilton, Design Director at Biles Hendry. “All whilst delivering on the tasty indulgent promise that goes hand in hand with celebration cakes. The new tagline ‘Enjoyed by EVERYONE’ reflects the brand’s mission ‘to bring people together with cake’, championing inclusivity without compromise”.

Just Love was founded by father Mike Woods after his children were diagnosed with life-threatening nut allergies. Mike and his wife found it heartbreaking to see them unable to share the cake at parties. Spotting a gap in the market, Just Love launched the UK’s first nut-free celebration cake in 2010 and the UK’s first Vegan (nut, milk and egg-free) celebration cake in 2019. Just Love is now stocked in major retailers nationwide and provides a range of allergen-safe vegan and gluten-free celebration cakes which can be enjoyed by everyone.

Commenting on the re-brand, Just Love Founder and CEO Mike Woods, says; “Our mission is so personal. Being a parent of children with allergies inspired me to set up this company and every day we hear from allergy sufferers just how important it is for them to be able to share a cake with their loved ones, sometimes for the first time. With this new brand identity, we believe retailers have an opportunity to put an inclusive celebration cake on their fixture that will meet the needs of more of their shoppers”.

Biles Hendry brings Just Love’s brand values to life with a fun and honest design idea based around joy, symbolised in an iconic rainbow logo. The bright new branding features crystal clear allergen & dietary need communication for each cake. The design has a simple, bold shelf presence that heroes the cakes and will further its position as the go-to brand for inclusive celebrations delivering that inclusivity without compromising on deliciousness or decoration.

Ross Hamilton added “It has been a real pleasure working with Just Love, they are extremely passionate about what they do and that’s why we were so keen to help unlock the brand’s potential. We believe it can be a real game-changer”.

The new Just Love celebration cakes hit the shelves in late March in all major supermarkets. 

Source: Biles Hendry

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