The Brief

To redesign and rejuvenate Tate & Lyle’s We Love Baking social channels – a community-based arm of the brand that promotes products through recipes, advice and contributions from their passionate fan base!

With over 275k followers on their Facebook page alone, We Love Baking’s channels had been inactive for almost a year, leaving Tate & Lyle with a sleeping giant of an audience.

It was our mission to awaken them then – which we set about doing with a new look and feel for the brand, increased video content and a more succinct personality to stand out from competitors…

Our Approach 

Finding ourselves in a unique position, we for once not tasked with growing a channel’s audience, but with reigniting an existing one!

To do this, we felt We Love Baking needed to establish a more recognisable persona than its previous iteration, one which would capture the imagination of its established baking audience.

After creating the mission statement ‘Altogether Better Baking’, we were inspired to fashion a new set of brand guidelines for their Instagram and Facebook channels, developing a persona that could harness a more welcoming and loving place for bakers of all experience levels. Deliberately moving away from the colours and designs of similar communities, this statement then informed our new look and feel for the brand.

Using a homemade, less refined typography and graphic style, we created a new logo and colour scheme that incorporated attractive baking insignia with striking black and yellow tones, helping establish a new era for the community. We then further implemented this through a new tone of voice, inspired by drivetime radio DJs and the mature, witty patter of presenters like Mel & Sue – a voice that reflected the passionate but also relaxed and fun-loving nature of the audience.

With the persona established, we then began creating a series of content posts for Instagram and Facebook designed to attract engagement and reinvigorate the audience – while a focus on video content and the launch of a TikTok channel is helping push the brand forwards.

We’ve even set up a more private Facebook group, giving Tate & Lyle access to their most devoted fans.

"We have been excited to welcome the Brilliant team as an extension to our digital and marketing family. From delivering against the brief, to simply getting stuck in, Brilliant are key to developing the We Love Baking Platform and our broader social media muscle. Every week Brilliant deliver us a gain.”

James Whitely - Brand DirectorASR Group


  • Brand Positioning
  • Brand Design
  • Social Strategy
  • Social Media Management
  • Community Management
  • Influencer Activation
  • Food Styling
  • Photography
  • Content Creation
  • Video & TikTok Content 


Current client – view our most up to date work below