Since the pandemic in 2020 there has been a steady decline in high street shopping, this in turn has lead to anti social behaviour which means it is now more important than ever for companies to properly connect with their audiences.

 

High street shops have begun to take more care into forming their brand around the audiences that are important to them, not only do personalised visual identities create brand individuality but can also lead to stronger relationships with consumers.

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To engage the LGBTQ+ community, the Odd Crumbs Bakery had created a safe space where differences are celebrated.The bakery specialises in alternative ingredients, taking classic recipes and giving them a modern twist. The brand surrounds bold colours and unapologetic changes and also proves that different still tastes just as good.