New Logo and Identity for Urban Legend by Biles Hendry

Boutique branding and design agency Biles Hendry captures sweet indulgence for revolutionary new donut brand, Urban Legend. Anthony Fletcher, founder of Urban Legend and former CEO at Graze, partnered with Biles Hendry to create the new challenger brand with a mission to prove it’s possible to cut sugar and fat without compromising on amazing taste or enjoyment. Fletcher says: ”Healthier products have been introduced in many categories over the last 10 years, but cakes and baked good have been left behind – the industry seems to feel it just isn’t possible to keep sweet treats delicious when healthier, you have to sacrifice one for the other. I didn’t buy this, so we looked at the challenge with fresh eyes and found food science solutions that meant we could make donuts that tasted j