Adorable patty branding shows its OK to be Flaky

Flaky branding
(Image credit: Flaky)

Pasty shops don't tend to have the most exciting branding in the world. The big UK high-street brands like Greggs and the West Cornwall Pasty Company are ubiquitous but dull. But singer-songwriter Denai Moore is shaking that up with the launch of her Jamaican patty shop in East London.

Flaky is named after the texture of the pastry rather but also plays on an alternative meaning: someone eccentric, unconventional and perhaps a little unreliable. And the bright and bold identity and adorably playful illustrations delivers (see our guide to the most iconic brands and why they work).

Flaky branding (Image credit: Flaky)

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.