• Elizabeth Goodspeed has designed a fun yet grounded brand system for the instant sourdough bread company Leaven
• With a retro-inspired wordmark and illustrations by Cari Vander Yacht, Leaven’s look stands out in the category and on the shelf as the company grows

Cast your mind back to 2020—a terrible year for basically everyone and everything except sourdough bread.

Cooped up in our homes, virtually overnight, we were all in our Sourdough Era, as making bread became one of the few activities that brought people joy. But just because a lot of people were trying to make sourdough bread doesn’t mean they were making it well, or that the best tools were available to do so. That’s where the instant sourdough brand Leaven stepped in, with scientists as founders who knew there was a better way.