Brand launch · Team
Sprinkie, a bakery brand built in public.
Sprinkie is a bakery brand in the Leanboat Studio portfolio. We built the brand from 16 to 18 October 2026. The first post went up on TikTok on 18 October, for a London audience.
The content
What went out on TikTok.
The goal of the case was content good enough to sell a brand. These are the best posts of the series: picked by how people responded and by a blind quality score.
Me: just one. Also me:
Face, relatable meme
Halloween: trick or treat?
Seasonal motion
POV: you’re the caramel one
POV meme
Which cookie are you?
Personality cards
Pick one: cookie or macarons?
Duel
Swipe right?
Motion from the lab
Table for 2
Order receipt
Build your box of 4
Pick game
Me at 11pm vs 11:01pm
Relatable meme
The brand
What Sprinkie is.
Name
Sprinkie, from “sprinkles”.
Promise
Less sugar. Same flavour.
Hero product
The cookie. Cakes, cupcakes and pies complete the line.
Personality
Bold, not cute.
A lowercase wordmark. The dots on the i's are sprinkles: cobalt and orange on light grounds, sun and orange on dark ones.
Colour
Pistachio, cream and sprinkles.
Four base colours carry the brand. Four sprinkle colours add the accent, and none of them is ever used for text.
Roasted pistachio
#4F7A2E · Dark ground, logo
Pistachio cream
#C2D99B · Light ground
Cream
#FFF6E5 · Main ground
Ink
#0E2422 · Text
Orange
#FF7A1A · Sprinkle, dot
Cobalt
#1C4ED8 · Sprinkle, dot, link
Sun
#FFD23F · Dot on dark
Cherry
#F23D2B · Stamp on cream
The method
Eighteen steps, from research to rules.
Every step was recorded, with who decided it: the founder, or the Studio by delegation.
Steps 01–04
Research and diagnosis
The category, the competitors and the gap Sprinkie can own.
Steps 05–06
Strategy and name
The promise, the audience, and a name built from “sprinkles”.
Steps 07–13
Logo
Thirty ideas, a ranked shortlist, rounds of refinement and the final wordmark.
Steps 14–18
Validation and rules
The logo tested on eight applications, then the rules every post follows.
Image library
One cookie, every post.
The founder approved 20 product photos on 18 October. The same cookie appears in every shot, and only the filling changes.
The photos were generated for the brand's image library. Every post carries the platform's AI-generated label.
On social
The campaign closes on 26 October.
Sprinkie posts on TikTok @leanboat.studio for a London audience, with paid views on its best posts. We measure the results when the campaign closes and publish them on this page.
Your brand, built and selling on social.
Team builds or refreshes the brand, then runs its campaigns with a Leanboat specialist on the account.