Into the Light studio redesigns Food Thoughts to disrupt the Home Baking aisle

Food Thoughts is well known in foodie circles for its top quality, ethically sourced, organic cacao. The brand was acquired in 2025 by Fuel 10K founder Jason Kerr and Mark Gould, founder of Wholebake. They saw its potential to become a leading force in home baking and appointed Into the Light to refresh the brand.

An initial strategic analysis of the brand and current consumer base revealed a legion of loyal fans, ranging from professional chefs to home bakers. The quality of the product was undeniable and this needed to be elevated via a robust visual brand identity system.

Into the Light set to work to create a brand world with personality and shelf appeal. The word mark was transformed to sit within a thought bubble device which became an impactful graphic asset. Rich colours were introduced to differentiate flavour variants and the chef character gave a nod to the high quality of the ingredients.

Taste is everything in baking and elevated food photography was used to show the richest, gooiest bakes on each pack. Copy was thoughtfully crafted and the packs have a matt, textured feel that further reinforces the premium positioning- great quality cake kits that aren’t a compromise or fallback option.

Jason Kerr, Co-owner said: “Designing a brand is tough. Mark, Jane and I knew what we wanted Food Thoughts to look like and using Into the Light was a no-brainer. Simon and the team were instrumental at translating our vision into a strategic framework and stunning visual brand identity. We think we’ve got a cracking looking range and are delighted with the outcome!!”

Simon Ellis, Founder of Into the Light, added: “Food Thoughts was an ideal project for us as it played to all our strengths in terms of strategy, brand creation and visual brand identity design. Jason, Mark and Jane are experienced entrepreneurs and marketers, and we worked seamlessly as a team. We‘re so glad they are happy with the disruptive brand we’ve created and can’t wait to see them get the success they deserve for Food Thoughts.”

The range of baking kits, frostings and chocolate chips is currently rolling out in UK stores. Retailer engagement has been extremely positive so far and all variants currently have listings in Sainsburys, Waitrose and Ocado.

Source: Into the Light

  Branding, Food Thoughts, Into The Light, Packaging, Redesign, Visual Identity