Divide gives Jenny’s Bakery a world where everything comes out smiling

Jenny’s Bakery has been part of the furniture in Adelaide since 1992, growing from one store into a multi-location staple that has fed generations. “Jenny’s was not known for its existing identity; it was known for its high-quality products and its place in the community,” Creative Director Isabella McRae tells us. That left Australian creative agency Divide close to a blank slate when the bakery approached it for a rebrand, briefed to honour more than 30 years of history without leaning into predictable or stale nostalgia. During the discovery process, Divide considered giving Jenny’s a mascot, but set the idea aside. “A retro character might dull the brand’s heritage; it felt way too kitsch for such an established business,” explains Lead Graphic Designer Georgia Butterworth. Rather than pinning the personality to one character, the studio invested it in a wider system, building what Butterworth describes as a world “where everyone and everything that goes through Jenny’s comes out smiling.” “We’re advocates for broad logo suites, particularly in hospitality,” McRae notes, the aim being that people “become familiar with the visual language when they encounter the brand, rather than relying on a primary logomark to spark recognition. The last thing we want to do is plaster a logo on every surface and call it a day; this supports the world-building instead,” she adds.