Isabella McRae
Creative Director
In their own words
Jenny’s was not known for its existing identity; it was known for its high-quality products and its place in the community.
We’re advocates for broad logo suites, particularly in hospitality.
The last thing we want to do is plaster a logo on every surface and call it a day; this supports the world-building instead.
Jenny’s was not known for its existing identity; it was known for its high-quality products and its place in the community.
We’re advocates for broad logo suites, particularly in hospitality.
become familiar with the visual language when they encounter the brand, rather than relying on a primary logomark to spark recognition. The last thing we want to do is plaster a logo on every surface and call it a day; this supports the world-building instead.
There’s power in short, punchy, personable names that are easy to pronounce.
It doesn’t say ‘I’m only for you,’ it says ‘I’m for all of you, specifically.’
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