Food Me Around
A self-initiated brand built around a pandemic baking obsession.
Food Me Around started in a pandemic kitchen. A weekly habit — baking challah, posting it on Instagram, watching strangers in lockdown bake along — eventually became a question I wanted to answer with design: could a personal practice earn the discipline of a real brand? I built one. Wheat became the central motif. The rest of the system grew from there.
Role: Brand and visual design
Engagement: Self-initiated, personal project
Deliverables: Identity, brand system, packaging, social applications, web
Approach
The brand had to do two things at once: feel like a real bakery's identity, not a hobby's Instagram filter, and live primarily inside a phone. The wheat motif became the anchor — a single symbol strong enough to carry the brand without a wordmark, and quiet enough to keep working at thumbnail size. Everything else was built to support it.
Principles that shaped the brand
One motif, no mascot. The wheat had to carry the brand. The wordmark was support, not lead.
Editorial, not café. Typography drew from cookbook design, not coffee-shop branding — slower, more deliberate.
Restrained warmth. A palette of cream, sage, terracotta, and dark cocoa — colors that feel intentional in a feed full of saturated food content.
Built for a phone first. Every piece had to read at Instagram scale before scaling up.
