Johnny Ripe is a bakery brand built around handcrafted pies. Entering a category crowded with near-identical competitors, the challenge was differentiation.

The goal was to reframe a familiar product into something bold and unmistakable; a brand capable of cutting through on the supermarket shelf while retaining the warmth and craft at its core.

The identity is built on clarity and character. Distinctive typography anchors the brand, introducing personality without sacrificing legibility at scale. Bold, saturated colour and simple graphic forms create immediate recognition and strong shelf impact.

Rather than relying on nostalgic bakery cues, the system embraces confidence and directness. Composition is clean and assertive, allowing the brand to feel contemporary while still grounded in its handcrafted origins.

The development focused on building a cohesive, scalable system across packaging and collateral; one that remains unmistakable from a distance and engaging up close.

The result is a brand that stands apart in a saturated category. Johnny Ripe feels energetic, confident and instantly recognisable; a contemporary expression of a traditional product.