Branding & Web Design for a Baker's Personal Recipe Blog
Erum’s Apron needed a home online that felt as warm and inviting as her kitchen. We built a soft, romantic brand identity from scratch and designed a website that reads like a love letter to baking: easy to browse, full of personality, and built to turn first-time visitors into loyal followers.
About the Client
Erum's Apron
Erum’s Apron is the online home of Erum, a pharmacist turned passionate baker sharing beginner-friendly recipes that are tried, tested, and easy to follow. Our approach helped bring her personality to the page, giving her a warm, cohesive brand and a website that makes it effortless for visitors to discover recipes, watch her videos, and follow along on Instagram and YouTube.
- Services: Branding, Website Design & Development
- Business Category: Food & Baking, F&B, Personal Brand
- Location: Berlin, Germany
66%
Increase in Time on Site
3.4x
More Page Sessions
78%
Increase in Traffic
33%
Increase in Social Follows
The Challenge & The Fix
What Was Broken And How We Fixed It
Erum’s Apron had no website of its own. Her recipes and videos lived scattered across Instagram and YouTube with no place for followers to land. There was no visual identity to tie it all together, and no easy way for new visitors to find her most popular recipes or feel like they knew her. We partnered with her to build a soft, homey brand and a recipe-first website that welcomes visitors in, gets them baking, and points them straight to her Instagram and YouTube for more.
Problem
- No brand identity to bring her recipes and videos together
- Content scattered across Instagram and YouTube with no central home
- No easy way for visitors to browse recipes by category
- No dedicated space to introduce Erum and her story
- No clear path pointing followers toward her social channels
Our Solution
- Built a warm, romantic brand identity centered on home baking
- Designed an "Easy Recipes" section organized by Cake, Chocolate, and Sweet Treats
- Created a personal "Hi, I'm Erum!" intro to build connection from the first scroll
- Added dedicated "Learn from Videos" and social sections linking directly to Instagram and YouTube
A Warm, Homemade Brand For A Baker Worth Following
We started with a full brand discovery phase, thinking about what makes someone stop scrolling and stay: soft colors, handwritten touches, and photography that makes you crave whatever’s on the plate.
First, we shaped a personality that feels like being welcomed into a friend’s kitchen: approachable, a little romantic, and genuinely proud of what’s being served.
The result is a brand built on three principles: fun, ease, and craving.
Playfair Display
Welcome to Erum's Apron.
- Serif
- Headings
- Refined
Poppins
A pharmacist turned passionate baker, sharing beginner-friendly recipes that are tried, tested, and easy to follow — join the journey and let's create something delicious together.
- Sans-serif
- Body Copy
- Approachable
Website Strategy
A Website Built To Turn Visitors Into Followers
This project started with a baker who had all the talent and taste but no website to show for it. We focused on designing a site that feels personal from the very first line: “Hi, I’m Erum!”, and makes it effortless to find a recipe, watch a video, or follow along for more. Every section was designed to keep visitors scrolling, clicking, and coming back for the next bake.
01
Discovery & Planning
We began by organizing Erum’s recipes into simple, browsable categories: Cake Recipes, Chocolate Recipes, and Sweet Treats, so visitors could find exactly what they were craving without any digging.
02
Design & UX
We designed the site to feel soft and homey, using a dusty rose and cream palette, elegant script accents, and full, mouth-watering photography of her bakes. Every layout was built to guide visitors from “Hi, I’m Erum!” straight into her recipes.
03
Development
We developed the website with clean, structured layouts for recipe cards, a “Learn from Videos” section, and a “Trending Today” module, making sure everything, from photos to reviews, loaded fast and looked just as delicious on mobile.
Web Pages That Turn Scrollers Into Followers
A structured layout built to make every recipe easy to find and every visit feel personal. From the Easy Recipes grid to the Learn from Videos section, each page was designed to keep visitors engaged and pointed toward Erum’s Instagram and YouTube for more.
Responsive Design
A Website That Looks Just As Delicious On Every Screen
We designed the website to be fully responsive across all devices, so recipes, photos, and videos look just as inviting whether visitors are browsing on desktop, tablet, or mobile. Every page was optimized for fast loading and easy scrolling, so nothing gets between a visitor and their next favorite recipe.
Let's Create a Website Your Followers Will Love
Are you a baker, chef, or content creator ready to bring your recipes and videos together in one beautiful home online? Let’s build a custom, personality-packed website designed around your content and your community.
What We Offer
- Full brand identity design (logo, colors, typography)
- Custom website design & development
- Mobile responsive, recipe-friendly layouts
- Social media integration (Instagram & YouTube)
- Ongoing support and maintenance