PostBox Sweets
Postbox Sweets is the delightful bakery of Kat Jones, whose passion for the culinary arts is deeply rooted in her family's legacy of restaurant owners. Her great uncle, grandad, dad and brother have all played pivotal roles in sustaining their family restaurants for over 50 years. Kat's journey began at the age of fourteen when she started working in her dad's restaurant. She was captivated by the process of creating a product from start to finish and continued to nurture this love throughout high school. Her artistic inclinations found a perfect outlet when she discovered royal icing in 2016, merging her love for art and food to create exquisite edible masterpieces that elevate special occasions.
The creative process
The creative journey for Postbox Sweets began with reimagining the brand's identity, starting with a new name that resonated with Kat's vision for growth. The name "Postbox Sweets" was inspired by the practical yet charming way many of Kat's clients collected their cookie orders from her postbox. Kat's fondness for British culture and the origin of royal icing, which dates back to Queen Victoria's wedding cake, heavily influenced the rebranding process.
Drawing from Victorian-era aesthetics, the new logo and brand illustrations feature elements inspired by stamps, the Royal Mail and Queen Victoria’s crown. To honor Kat’s family legacy, subtle heart motifs were incorporated, reflecting the name of her family's restaurant, Hart’s. The brand’s mascot, a loyal and brave lion named Hart, adds a playful yet regal touch, connecting the British theme and Kat's personal heritage.
The identity
The identity of Postbox Sweets is a harmonious blend of tradition, artistry and whimsy. The new logo, adorned with Victorian-era elements and heart motifs, pays tribute to both Kat's British inspirations and her family’s culinary legacy. The charming lion mascot, Hart, embodies the brand's playful spirit and regal undertones, creating a memorable and engaging presence.
With this rebranding, Postbox Sweets not only showcases the beautiful, intricate designs of Kat's royal icing creations but also tells a story of heritage, passion and creativity. The new identity captures the essence of Kat's journey, from her family's restaurant roots to her artistic confections, making each sweet treat a piece of edible art that enhances life's special moments.
deliverables
Visual Identity
Packaging
Printed Collateral
credits
Mary Margaret Smith, photography
Casey Snipes, stylist
kind words
“Holly had fresh ideas that built Postbox Sweets into more than I could have imagined! Her designs wove together details of my family history with a small business I was building. The brand she created gave me the confidence I needed to grow. Holly’s vision and excitement for Postbox Sweets gave my business new life. It helped push me out of my comfort zone and believe that my business was worthy of a bigger stage.” Kat Jones