Independents with new ingredients.

What we did:

  • brand
  • strategy


Refine the recipe of the locals’ favourite.

Euphorium had successfully won the hearts (and taste buds) of London’s locals. Their simple recipe was a hit: bring an excellent Parisian-style bakery to the capital’s boroughs. But expansion and new ownership brought its challenges. Euphorium needed its mojo back.


Feel the love.

The grab-and-gone, homogenised high street identikit brands created a very clear space for Euphorium to comfortably and happily own. So come on in, pull up a pew and get comfy.


The touch of understated charm.

As a beloved local to throngs of Londoners across the capital, Euphorium’s mission remains the same as it did when they opened the first site back in 1999: make every day great, by bringing remarkable baking to the heart of London’s communities.

Delivering on the proposition ‘For the love of it all: coffee, cake, community, comfort and craft’, the identity oozes the brand’s warm welcome and positive outlook.

The script font gives a ‘crafted by hand’ feel to the wordmark, while the logo is inspired by their famous cinnamon swirl.

Added texture continues the handmade feel across further applications.

Delicate yet refined, outside and in.

Packaging executions are stripped back and elegant.

Touched by hand, at every point.


Line to explain brand influence on third-party applications

The Results

“Great brand building and creative work from saintnicks. It really helped us to galvanise the business under new ownership and invest it with new meaning. We’re proud of our artisanal group of businesses.”
Penny Manuel
Managing Director, Euphorium