Naughty Brownie needed to launch into the markets of Bristol, UK with a portfolio of highly indulgent chocolate brownies.


A decorative brand identity  that captured all of the indulgent (and gooey!) bites that are used to bake a Naughty Brownie.

Brand features

Naughty Brownie focuses on quality and recipe purity of every flavor. The attention to detail of each brownie needed a sophisticated identity to match, as it appeared as a premium brownie in comparison with its competitor bakers. The use of slate and gold textures gave it more of a premium appearance, so it would well from the consumer expectations of the brand.

The idea

To create a sophisticated set of icons that can be reused in different ways across the brand to capture the true indulgence of the brownies. The brand shouldn’t be a distraction, but simply amplify the richness of brownie food photography in the NB portfolio.

Brand Application



Gooey web icons to highlight the true indulgence of the brand. By creating this set, it could allow the brand to identify flavours, but evade facebook advertisement text-allowance rules. Each icon was placed over a blotch of gold to create an interesting stamp effect. '

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"Coming soon!"

Richard L - founder of Naughty Brownie