Georgia Butterworth
Designer
In their own words
A retro character might dull the brand’s heritage; it felt way too kitsch for such an established business.
where everyone and everything that goes through Jenny’s comes out smiling.
You can spot the little ‘J’ used as the nose, a nod to Jenny’s.
basically tuck it in everywhere.
Each illustration fits within specific dimensions so that as new items are illustrated, they remain consistent across the collection.
These fonts teeter on the edge between modern and classic, with a slight midcentury feel.
they’ll feel familiar without feeling dated.
the subtle threads that hold all the marks together
balanced in classic minimalist design while still feeling a little fun and quirky.
A retro character might dull the brand’s heritage; it felt way too kitsch for such an established business.
Articles & interviews3
- Divide rebrands Jenny’s Bakery with a cheerful, community-rooted identity
Australian creative agency Divide rebranded Adelaide institution Jenny’s Bakery with a cheerful, community-rooted visual system designed to honour its more than 30-year history without relying on nostalgia. The identity uses a versatile smiling-face motif incorporating a "J" nose, pastry character illustrations, an expansive logo suite, geometric patterning and a food-inspired palette. Gobold, Westmount and Manrope provide a typographic balance of modernity, classicism and subtle midcentury character.
- Why Celebrities Fail to Win Respect in the Art World
Australian creative agency Divide rebranded Adelaide institution Jenny’s Bakery with a flexible, playful identity designed to honour its more than 30-year community history without resorting to nostalgia. The system uses a smiling face incorporating a J-shaped nose, expressive pastry illustrations, an interchangeable logo suite, three typefaces and a food-inspired colour palette.
- Divide Crafts Sodii Brand Strategy: Merging Credibility with Lifestyle