There are pressures involved in responding to any creative brief, but when Dan Kimmins, Design Director at Ziggurat Brands, was far from home on the Isle of Mull, standing face-to-face with his client’s brother – an imposing man at the best of times but even more so whilst holding a chainsaw – that was when Kimmins began to realise just how much was resting on his work for Island Bakery.
Founded in 1994 by husband and wife team Joe and Dawn Reade, Island Bakery was starting to take off. Their biscuits are baked in an innovative wood-fired oven, in a new factory which is powered only with sustainable locally generated electricity. The recipes are traditional with a twist, such as chocolate and ginger or apple crumble. They had made their way into independent retailers up and down the UK as well as into British Airways airport lounges.
However by 2013 sales had begun to plateau. Joe and Dawn were less than happy with their brand’s look. They had a brand mark, McMoo, which Dawn had drawn years ago, but the rest of the design seemed flat and lifeless. For a company so imbued not only with the character of remote and beautiful Isle of Mull but also with the distinctive personalities of the owners this was a missed opportunity.
