Baked with Hate
Baked with Hate is a rebellious baking kit brand made for people who love dessert but can’t be bothered with the effort. The identity flips the wholesome, cozy world of baking on its head with bold humor and an irreverent tone that speaks directly to burnt-out millennials and snack lovers with no time for flour-dusted perfection.
The visual direction blends nostalgic, high-impact typography with punchy colors and playful illustrations. From retro-inspired logotypes to cheeky sticker-style graphics, the branding is designed to feel like a cathartic, sarcastic shrug—loud, charmingly chaotic, and just a little bit petty. The tagline “Baking kits for people who can’t be bothered” sums up the entire attitude: snappy, relatable, and refreshingly honest.
I created a suite of visual assets that give the brand flexibility across packaging, social media, and merch, each one delivering the same dry wit and high-energy design. Baked with Hate doesn’t try to make baking aspirational. It makes it tolerable and fun in the most unexpected way.
Brand Concept and Messaging by Lucy Bedewi
SERVICES
Brand Strategy
Brand Identity Design
Brand Collateral
Marketing Collaterial
INDUSTRY
Food Delivery
The primary logo for Baked with Hate pairs retro boldness with a wink of sarcasm. The chunky, condensed letterforms in bright red immediately command attention and nod to vintage food packaging, while the handwritten script “with” adds a playful, almost passive-aggressive contrast. This mix of typography mirrors the brand’s core tension—low-effort baking with high-impact personality. Set against a bubblegum pink backdrop, the logo straddles sweet and snarky, perfectly encapsulating the brand’s irreverent charm.
The Baked with Hate brand mark aptures the brand’s key differentiator: quick, 30-minutes-or-less baking. It’s a visual nod to doing things “in a snap,” while also channeling the brand’s unapologetic sass. Bold, playful, and to the point—just like the experience it promises.
