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Outlier is the independent design studio of London-based graphic designer Oliver Deans, founded in 2019.

Born from a deep admiration of the functional and utilitarian heritage of design, we pride ourselves on a systematic approach that results in work built to last.

We’re here to make you look good: it’s that simple. Get in touch to discuss your project.


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© Outlier 2020



Lovely Buns
Identity ︎︎︎ 2020
Lovely Buns is an independent plant-based bakery in Hackney, London founded by Alice Hughes. For their brand identity, Alice asked us to take their original hand-drawn logo and create a cleaner, simpler interpretation that would work alongside a new visual system.

heylovelybuns.co.uk︎︎︎

Photography by Kathryn Armitage︎︎︎.



Whilst keeping the original brand colours for use in the lead lettermark, we introduced a more minimal cream and black palette for additional assets.


Custom lettering was produced in both filled and outlined styles, based on the hand-drawn feel of Alice’s original logo.