Loaftin Research & Consultancy brand identity design
Loaftin is a social enterprise led by internationally recognised criminologists Prof. Zoë James PhD and Dr. Katie McBride. With over 20 years experience in the social and criminal justice sectors, they've built Loaftin into a trusted partner for leaders working to create environments where diversity is celebrated and inclusivity is the norm.
The Challenge
Loaftin operates in a space where trust and authority are everything. The challenge was to create a brand that felt credible and genuinely human; one that could speak with confidence to commissioners, policymakers, and institutions, while still feeling warm and approachable. Crucially, the identity also needed to carry a personal thread. Zoë and Katie are passionate campervan enthusiasts, and the name Loaftin is itself a nod to campervan culture (loaf tin) being a well-known term for the classic VW Transporter. The brand needed to honour that quietly, without shouting it.
The Solution
At the heart of the identity is a logo built around the shape of a loaf tin - a design choice that works on two levels. On the surface, it's a clean, professional mark that carries authority in any setting. Look a little closer, and it's a quiet nod to Zoë and Katie's shared love of campervans, loaf tin being well-known slang for the classic VW Transporter. It's the kind of detail that rewards those in the know, and makes the brand feel genuinely personal. The wider visual system balances authority with warmth, ensuring the brand moves comfortably between policy boardrooms and community spaces alike.
The Impact
The new identity gives Loaftin Research & Consultancy a brand that belongs to them not just professionally, but personally. The overall identity positions them with the credibility their 20+ years of expertise deserves. They now have a brand with real character, one that tells their story at every touchpoint.
Key Deliverables
Logo & brand system: a versatile identity with layered meaning, built to carry authority while reflecting the personality behind the business.
Business stationery: a professional suite of stationery that carries the brand consistently.
Presentation template: an easy-to-use template that allows Loaftin to deliver consistent and impactful communications every time.