For Sweet Bakes’ rebrand campaign, TYBB led set design and styling to create a playful, fashion-led visual world. Shot by photographer Jana Longhorst, the campaign approaches patisserie through an editorial lens, elevating the brand beyond product into image-making.

Drawing on vintage puppet theatre, the set combined hand-painted 2D elements with sculptural 3D forms. A custom proscenium-style theatre framed the imagery, where painted detailing sat alongside draped velvet curtains to create a layered interplay between flatness and depth. This was further explored through scale, from miniature stage elements to oversized interpretations of the Sweet Bakes logo, including exaggerated fork and spoon motifs.

Styled as a fashion shoot, looks by Jarrod Reid were integrated with abundant cake compositions, where product was treated as both subject and scenography.

A cohesive campaign world that is refined, theatrical and unmistakably Sweet Bakes.

CLIENT Sweet Bakes

PHOTOGRAPHY Jana Longhorst