Notecard design for the custom branding of I Am Baker by Lindsay Humes

I Am Baker

I Am Baker, founded by cookbook author Amanda Rettke, is a food blog serving up mouthwatering desserts and baked treats. Amanda wanted to completely refresh her brand presence to accurately reflect her aesthetic and overhaul her website to allow her more control to customize features.

Known for her Surprise-Inside® Cakes, I Am Baker needed a brand identity that reflected the whimsical nature of its recipes. The straight-forward black-white color palette showcases her brand photography and recipe videos. Her photography style can vary depending on the season, so a neutral color palette gives her the most flexibility. The new identity elevates the brand while reiterating Amanda’s lighthearted brand voice.

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