Soft

The work

A cookie is a perfectly good reason to open up.

Soft’s founder moved from therapy into baking, but the impulse behind the work stayed familiar: bringing people together. She needed a name and identity that could hold that idea without making a simple pleasure feel like homework.

We built a gentle, expressive brand with handwritten conversation prompts and a warm visual language. Packaging, print and the website give the bakery a considered presence while keeping its founder’s story close.

The work helps a small business present itself with the confidence of a more established brand, without losing the personal reason it exists. The treats start the conversation. Where it goes from there is up to you.