Food Me Around is a self-initiated, conceptual baking brand created to explore social-first storytelling through recipes, tutorials, and visual inspiration. Developed during the pandemic, the project became an opportunity to build a thoughtful brand identity around a personal passion for challah baking.

The visual system draws inspiration from wheat — a subtle nod to the flour used in baking — translating warmth, craft, and authenticity into an approachable, cohesive brand language designed for Instagram.

The challenge was to translate a deeply personal passion into a cohesive, social-first brand that felt intentional rather than hobby-driven. Developed during the COVID era — a time when a growing love for dough and challah baking became both creative outlet and ritual — the identity needed to balance warmth and authenticity with a refined visual presence. The goal was to create a brand that could stand out in a crowded Instagram food space while remaining flexible enough to support recipes, tutorials, and storytelling.

A thoughtful brand identity was developed around symbolism and craft, using wheat as the central visual motif — a subtle nod to flour, dough, and the hands-on baking process that inspired the project during COVID. The logo translates a love for dough into a warm yet elevated visual language, balancing softness with editorial clarity. Typography, color, and layout were designed to create an approachable yet refined system tailored for social-first storytelling, allowing the brand to feel cohesive across recipes, tutorials, and visual content while maintaining flexibility for growth.

The resulting identity transformed Food Me Around from a pandemic-era passion project into a fully realized conceptual brand. By grounding the visual language in the symbolism of wheat and the joy of baking, the brand established a recognizable presence designed for Instagram — demonstrating how personal storytelling, when paired with intentional branding, can evolve into a polished and scalable creative platform.