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Just Love Food Company branding identity

Just Love Food Co.

Delicious, nut safe cakes

  • Name generation
  • Brand identity
  • Illustration
  • Ecommerce
  • Packaging
  • Food & drink
Just Love Food Co.

Delicious, nut safe cakes


With a successful career in confectionery and two children with nut allergies, Mike Woods saw a gap in the market. He approached Limegreentangerine in 2010 with a concept for a nut free cake company producing quality, tasty cakes that understand the dangers of food allergies and that sympathised with a surprisingly large, affected audience. His company would be the first to be able to offer this.


JLFC pirate cake packaging design

A piece of cake

Our concept was based around two simple values – Love and Trust. Two values which allergy sufferers and their family members rely on to keep safe. The name ‘Just Love Food Company’ was conceived as a result of these aims and objectives. A distinctive bespoke typeface was developed for JLFCo., suggestive of delicious ingredients and 'home-baked' goodness – the logo was written as if dripped in finger-licking icing.

Much of the range features illustrations produced in-house, we also introduced the idea of utilising the traditionally ‘wasted’ space of the bottom of the packaging for cut-out masks, pirate hats, tiaras and door hangers, adding a little extra interaction and fun.

pirate cake packaging design g'aaaar
fairy cake packaging design
gruffalo cake packaging design
pirate mask packaging design
wales cake packaging design

Licensed to bake

Since it’s launch in 2010 the Just Love brand has seen phenomenal growth. It was included in startups.co.uk’s Top 100 UK start-ups and, having secured funding for a factory in Blackwood, they now employ over 40 staff and manufacture over 2,500 cakes a day.

The brand continues to grow, with the broad appeal of the cakes making them firm favourites of customers nationwide in retailers including Asda, Nisa, Sainsbury’s, Tesco and even Pizza Hut. They've since gone on to supply white-labelled supermarket own products and have secured significant licensing agreements with brands including Angry Birds, The Gruffalo, Tango, Furby, Transformers, Candy Crush & WRU.

logo detail on packaging design
angry birds cake packaging design
pirate type for packaging design
JLFC logos
JLFC cake

A piece of cake

More recently, an increased number of visitors have been accessing the website via mobile devices, so Just Love Food Company needed a responsive website to ensure their cakes reach a wider online audience.

The cakes were added to a flexible ecommerce platform, making the ordering and customisation of cakes an easy and enjoyable process. The new website is also built on a flexible content management system (CMS) that allows the Just Love Food team to update the news pages easily and edit/add any cake products and features quickly. 

JLFC responsive website
Limegreentangerine were with us right from the beginning, steering the company name and brand. It has proven to be the perfect reflection of who we are and what we are about. As right today as it was when we launched. Their ongoing support is invaluable, and we know we can rely on their quality, particularly when translating designs for our high-profile licensed products. Mike Woods, CEO