AUTUMN SONS BAKING CO.

BRINGING JOY TO PLANT BASED BAKING

Autumn Sons was built to transform how people experience gluten-free, plant-based baking. Working as creative partner with the founder, I developed a brand that could thrive in both boutique and big-box retail environments while feeling deeply personal, joyful, and generous. The brand needed to navigate a rapidly shifting cultural landscape, adapting to new consumer expectations around inclusivity and transparency while maintaining authentic warmth.

This was a true creative partnership spanning four years of development. I directed both internal and external teams to create cohesion across every touchpoint, from naming and packaging to photography and digital voice. Together, we built an experience that helped the client move through a changing marketplace with clarity and confidence, ultimately shaping the entire brand journey from initial concept through successful launch.

The Challenge

The baking aisle was dominated by legacy brands and underwhelming allergen-friendly alternatives. Autumn Sons needed to break through with emotional impact, taste appeal, and values that resonated with today's consumers. Our challenge was speaking to health-conscious parents, time-pressed millennials, and discerning foodies without sacrificing the warmth that makes food brands memorable.

When COVID disrupted our timeline mid-development, we pivoted quickly, streamlining the product strategy while doubling down on emotional connection and commanding shelf presence that converted browsers into buyers.

  • Brand Strategy and Naming

    I led collaborative workshops to define the brand's core strategy and develop its name. Autumn Sons reflected the founder's personal story and the nurturing energy at the heart of the product. We built the brand around "Scrumptious by Nature," positioning it as both indulgent and wholesome, rooted in seasonal comfort and pure joy.

    Creative Direction and Identity

    Working with designers and illustrators, I directed development of a packaging system that was vibrant, friendly, and shelf-worthy. The identity balanced nostalgic warmth with modern polish, designed to stand out in the gluten-free and plant-based category. We layered in custom illustrations, a warm color palette, and textures that evoked homemade treats and moments worth celebrating.

    Photography, Copywriting, and Web Art Direction

    I provided art direction for product and lifestyle photography to express the brand's tone of low-key luxury with lived-in warmth. We leaned into real ingredients, rich textures, and natural light. I also developed all copywriting, including pack claims, web content, and ad templates, creating a consistent and inviting voice that could flex from shelf to screen.

    Business Partnership and Adaptability

    Beyond creative work, I acted as a business ally, helping the client navigate pandemic-era pivots while guiding product decisions, channel strategy, and timeline adjustments with both realism and optimism. Some product extensions were paused, others reshaped, but the brand stayed intact and compelling throughout.

  • The brand launched in both Canada and the US with a clear, ownable identity that stood out in a crowded wellness space. Packaging, social assets, and sales tools reflected a single, strong creative voice that translated across platforms and audiences.

    Autumn Sons achieved its goal of becoming a joyful, values-driven alternative to traditional baking mixes. The brand gained a cult following and continues to grow through both retail presence and online engagement. Our foundational strategy allowed the team to stay consistent even as external conditions shifted, proving that strong creative direction creates business resilience.

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