Ley Rolls is a self-initiated bakery brand concept built from something very simple: I bake cinnamon rolls. A lot. They’re my thing. I bring them to friends, family, and pretty much anywhere I show up with a box, and people always ask for them again.

That turned into a simple thought: if I were to open my own cinnamon roll bakery, what would it look like?

Ley Rolls is the answer to that. It’s my take on what that bakery would be, not just the cinnamon rolls themselves, but the branding, the visuals, the tone of voice, and the way it shows up on socials. The project was developed as a full brand, Swedish at its core, interpreted through my own taste and perspective, built to feel more like a community than a traditional café or bakery.

Beyond the brand identity, I explored how Ley Rolls would live on social media, with a strong focus on people, moments, and everyday situations rather than polished product shots. All photographic scenes were generated using AI based on my own art direction and references. The creative concept, visual system, copywriting, layouts, and designs were developed and executed entirely by me.