All the flavour, all the guilt
A business built around marrying flavours of two great ways to celebrate big celebrations, small ones, or unexpected ones!
01
All the Evil Bakery is an extension of a long held hobby (of sorts) that picked up speed during Covid lockdown: stress baking + cocktailing.
Bringing people together... with indulgence
This started off as an extension of a couple of hobbies, but has grown into a side business and a mission.
After Covid and with the rise of AI, it feels like many people are want to reconnect and socialise in person. All the Evil Bakery is about providing ways to do that, whether at home or out on town. It's all about helping people celebrate any small wins in life that are best shared with others - with sweet treats and cocktails!
02 The cookbook
The "bakery" concept came out of a whole heap of stress baking. I used to bake on the weekends and take any remaining yields to those working at coffee shops, pharmacies or grocery stores during lockdown. It was the least anyone could do to say thanks for those working so hard through that tough time.
After much positive feedback, I had a lot of prompts to open a store front. That's all great, but coming from people who were getting food for free! I started with the cookbook first...
A book of sweet treat recipes paired with complementary cocktails - the sweeter alternative to wine and cheese pairing.
I wrote, designed and even usability tested this book with UX principles in mind including:
- Larger font sizes to be easily read from 1 meter away
- Landscape orientation so the book could lay flat on a counter
- Extensive footnotes, indexing and recipe signposting
- Measurements in imperial and metric
- Tips and info for bakers and mixologist of all levels
03 The branding
The cookbook was the start but already a diverse business plan was in the works. A brand was needed.
All the Evil Bakery was a direct retort to so much negative messaging around anything with gluten, sugar, dairy, and and and... demonising food or occasional indulgence. Now, all allergies, religious beliefs, additions and health issues aside, I wanted to create a brand that celebrated great flavours, textures, and sensory experiences.
The red in logo most obviously points to "devil-like" undertones, but it's also a nod to common cocktail mixers and red fruit and berries used in a lot of baking.
04 The app (still in progress)
As I leaned in on the pairing concept, I was also spending a lot of time with people who ran restaurants, wrote or used cooking blogs, or ran destination event workshops. Several commercial ideas began to appear as to what an app could do and how it could help ENHANCE the in person experience vs remove from it.
So how does AI help with IRL human situations? By helping the user find the perfect pairing of drink and treat where ever they are, whatever flavours they're having or after...
As this concept is still in development, much of the approach is still under NDA - these images are early concepts
04 What is currently in development
Commercial strategy
I'm working on ways to monetise this app that will NOT rely on display advertising or selling of user data. Currently, there are three avenues being pursued that can work for the audience this app and concept will be aimed at.
Service mapping / design
With three distinct revenue and engagement lines for this business, I'm currently mapping out the processes, disciplines, tools and coordination that will be involved short and long term.
Handcrafted design
AI tools where used to help put together initial concepts and images, but this concept lives and dies by human hands - those making the food and drink down to those designing any apps, marketing or other assets. To entice this needs to be sensuous and unique...
AI strategy + mapping
Mapping out how AI can best be integrated to enhance the experience without taking over - a combination of enhanced search and recommendation engines with extensions into booking and scheduling. Stay tuned!
Location
London, UK
Copyright
2025. All rights reserved.