Home Bakery started as a modest baking business from Hind Al Mulla’s kitchen table in Dubai. It quickly grew, with overflowing orders from a loyal customer base and a barrage of new inquiries from social media followers. Hind soon turned her hobby into a business and approached Blacksheep to create its brand identity, encompassing collateral, packaging, website, bespoke tableware and the interior design of the store. Home Bakery’s modest and authentic approach offers a home for traditional delights and familiar treats, in contrast with Dubai’s typical modern aesthetic. Blacksheep created a brand DNA based on the core value of “simple indulgence.” From there, a wordmark was created using a unique set of hand-drawn letterforms, representing the simplicity and handmade quality of Home Bakery’s desserts. Brandmark variations reference baking in the most literal sense, such as the sprinkling of cocoa or sugar. A vertical gradient represents the physical high of eating sweets, with colors from a classic ingredient of Arabic baking—the pistachio nut.