AUTUMN SONS BAKING CO.

BRINGING JOY TO PLANT BASED BAKING

Autumn Sons Baking Co. brings gluten-free, plant-based baking into the mainstream without losing joy or indulgence. As creative partner to the founder, I led the brand strategy, naming, packaging system, and visual direction across photography and digital, building a cohesive platform designed to scale from boutique retail to big-box environments.

Over four years, I directed internal and external teams to keep the brand consistent as the market shifted, ensuring the work stayed both commercially effective and emotionally resonant.

THE CHALLENGE

The baking aisle was crowded with legacy incumbents and generic “free-from” brands that over-indexed on health cues and under-delivered on appetite appeal. Autumn Sons needed a brand that could win on shelf fast, communicate dietary trust signals clearly, and still feel warm, generous, and giftable.

Mid-development, COVID forced a strategic pivot. We streamlined priorities and focused the system on what would convert: clarity at shelf, strong flavor navigation, and a distinctive visual world that could carry across retail and ecomm.

  • Brand Strategy and Naming
    I led collaborative workshops to define positioning, tone, and the naming direction. We anchored the brand in “Scrumptious by Nature,” balancing wholesome credibility with indulgent, bakery-level desire.

    Creative Direction and Identity System
    I directed the development of a scalable packaging system built for recognition and range extension. Custom illustration, warm palette, and tactile texture cues created a consistent visual signature while supporting clear SKU and flavor navigation.

    Photography, Copywriting, and Web Art Direction
    I art directed product and lifestyle photography and developed brand voice across packaging and web. The goal was a unified experience from shelf to screen, with language and imagery that felt modern, inviting, and distinctly Autumn Sons.

    Business Partnership and Adaptability
    Beyond creative execution, I supported strategic decisions across launches, prioritization, and channel readiness, keeping the brand coherent while timelines and market conditions changed.

THE IMPACT

Autumn Sons launched in Canada and the U.S. with an ownable brand identity and packaging system that stood out in a crowded wellness-led category. The work created a consistent creative voice across packaging, social assets, and sales tools, helping the brand build loyal followership and sustained momentum across retail and e-commerce.

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