Toffee Design Limited

Toffee Design Limited Award-Design winning Graphic Design. Specialising in Logo Design, Branding & Brochures/Reports

“People love the strong colours, graphic style and layout. There’s a huge amount of information in it, but it’s easy to ...
03/07/2026

“People love the strong colours, graphic style and layout. There’s a huge amount of information in it, but it’s easy to digest.”

Receiving feedback like this for the Sustainable Spaces Playbook has been such a joy.

Created by in association with the The Sustainable Restaurant Association Association and launched at Tate Modern last month, it’s a project I’m incredibly proud to have been part of.

But the initial concepts didn’t get quite the same reaction.

The feedback was more along the lines of:

“It’s good, but it doesn’t feel like the publication we’re trying to create.”

A few years ago, that would have knocked my confidence and sent me spiralling. The imposter in me would have started whispering all sorts of nonsense: maybe I’m not good enough, maybe I don’t know what I’m doing, maybe I should pack it all in and do something else.

Or I’d have gone completely the other way and become defensive because, honestly, there wasn’t anything wrong with what I’d presented. One of the team even said as much. And they were right.

But here’s what I’ve learned after years in this industry:

Feedback like this isn’t a sign that the work is bad. It’s a sign that we haven’t uncovered the right solution yet.

So instead of defending the work, I got curious. I asked more questions, gathered visual references and spent time understanding the vision behind the brief.

Once we aligned on the direction, everything changed. The project flowed, decisions became easier and the final result became something we’re all incredibly proud of.

A reminder that good design and the right design aren’t always the same thing.

Swipe to see the before and after ➡️
And I’m curious – which version would have caught your eye first?

This almost never happened...A few weeks before we were due to fly to the Maldives, we received a call that stopped us i...
04/06/2026

This almost never happened...

A few weeks before we were due to fly to the Maldives, we received a call that stopped us in our tracks.

Because of the conflict in the Middle East and our route via Dubai, there was a possibility our travel insurance might not cover us. Suddenly, our dream family holiday was hanging in the balance.

We spent days looking at alternatives, but postponing the trip would have almost doubled the cost. It felt like we had reached a dead end.

Then a friend suggested I speak to her travel agent

Within hours, she’d found an alternative route via Colombo. It would have cost an extra £2,000, but it meant we could still travel.

But here’s the part that really stood out.

Instead of selling me the alternative, she said:

“I don’t believe in selling people something they don’t need. Have you checked whether your insurer can extend your cover?”

I hadn’t.

One phone call later, our insurer confirmed we were covered.

We didn’t need the new flights after all.

Tess could easily have taken the booking.

Instead, she gave honest advice.

She asked the right question.

And she saved our holiday.

The experience reminded me that expertise isn’t just about having answers. It’s about knowing the right questions to ask.

It’s also a reminder of the kind of relationships I try to build with my own clients. The best partnerships aren’t built on selling. They’re built on trust, honesty, kindness and doing what’s right for people.

The people we trust most aren’t always the ones trying hardest to sell us something. They’re the ones who genuinely want the best outcome for us, even when there’s nothing in it for them.

Those are the people we remember.

Those are the people we recommend.

And those are the people we go back to when we need help again.

So whilst I’m incredibly grateful for the unforgettable memories, the turquoise water, and the much-needed family time, I’m also grateful for a simple act of honesty and kindness that made the whole trip possible.

Thank you, Tess. You didn’t book our holiday, but you saved it.



19/05/2026

Yesterday I celebrated my birthday at for their Sketch in Bloom installation celebrating 100 years of Winnie-the-Pooh — and it reminded me why attention to detail matters so much in design.

Every touchpoint had been considered.
From the immersive entrance and live string trio, to the themed afternoon tea, thoughtful service and beautifully presented food.

None of it felt accidental.

That’s what great design does.
It creates an experience people talk about long after they leave.

As designers, we often focus on the “big” visual moments, but it’s usually the smaller details that build emotional connection and make something memorable.

This experience was a brilliant reminder that thoughtful design isn’t just seen — it’s felt.

What’s the best example of attention to detail you’ve experienced from a brand or business recently?

FAREWELL 30sTomorrow I step into a new era… but today I decided to continue the Art Deco theme from Friday’s magical tra...
17/05/2026

FAREWELL 30s

Tomorrow I step into a new era… but today I decided to continue the Art Deco theme from Friday’s magical train experience and bid a final farewell to my 30s in true 30s fashion!

From sparkles and vintage glamour to a black heart cake topped with “Farewell 30s”, every little detail had its moment 😄

I even used and a little help from AI to transform my family’s photographs into 1930s-inspired glamour portraits for their place settings — because honestly, I can’t resist a theme once I commit to it!

And that’s the thing… I’ve realised I don’t just do this in design projects. I do it in life too.

I love creating moments that feel immersive, personal and memorable. Turning something simple into something special through storytelling, atmosphere and thoughtful details.

Because whether it’s branding, an experience, or even a family lunch… the magic is always in the details.

16/05/2026

Waving goodbye to my 30s in true 30s fashion!

See what I did there? 😛

Yesterday we celebrated the Golden Arrow’s 97th anniversary, our 11th wedding anniversary, and my upcoming 40th birthday — all in one unforgettable day.

The Art Deco theme couldn’t have been more perfect, especially as it matched our wedding theme with 11 years ago at the and I wore my wedding shoes for the first time since! Even our carriage, “Audrey”, was built in 1932… so what a way to bid farewell to my 30s aboard the .

From the incredible Golden Arrow service to the amazing vocalists, the whole experience felt magical. I felt truly spoilt and so full of gratitude.

And to my hubby — thank you for all the surprises. I really did get lucky with this one 🥲

Turns out… wings come when you’re ready to rise. 🪽Last Thursday I went to The Edge at The Trampery in Old Street — and i...
28/04/2026

Turns out… wings come when you’re ready to rise. 🪽

Last Thursday I went to The Edge at The Trampery in Old Street — and it wasn’t your typical business event.

It was thoughtfully designed, flowed effortlessly, and (for once!) didn’t leave me feeling overwhelmed.

I actually booked next year’s event on the train home… that says everything.

There were inspiring speakers, meaningful conversations, and a few unexpected moments — including a “secret mission” that pushed me to step outside my comfort zone (and led to a slightly awkward but brilliant conversation 😅).

And then… the wings.

I saw them.
I wanted them.
I put them on.

And by the end of the day… they were mine.

I came with possibility.
I left with energy, connection… and a new set of wings.

Only upwards from here.

—

If you’ve ever walked away from something feeling different — what shifted for you?

StepIntoYourPower

This is how it’s done, done, done.My little girl turned 7 today. 🥹 we can’t quite believe it.It’s the first time we didn...
09/03/2026

This is how it’s done, done, done.

My little girl turned 7 today. 🥹 we can’t quite believe it.

It’s the first time we didn’t organise a party for her. She really wanted a KPOP Demon Hunters themed party but it’s just not something we could organise right now.

Instead, we have gifted her a night’s stay in a few weeks and she is over the moon.

I therefore decided to draw her favourite characters as Lego minifigures. They don’t exist yet but rumour has it that will be releasing a Lego set later this year! I wonder if they will look anything like mine!

“Moby… what?” 🐳📚For World Book Day, my daughter went as Matilda – one of her favourite Roald Dahl stories. Now, it could...
05/03/2026

“Moby… what?” 🐳📚

For World Book Day, my daughter went as Matilda – one of her favourite Roald Dahl stories.

Now, it could have been a blue dress and done.

But that’s never really been my style.

So I made her a Moby Dick handbag – a flat design, made to feel 3D, complete with a ribbon handle. Not because she needed it. But because it made it hers.

It captured her love of books and her favourite moment in the film – when Matilda says she’s reading Moby Dick and her dad replies, “Moby… what?”

That’s the difference between “that’ll do” and thoughtful design.
The extra question. The extra layer. The detail that turns something nice into something memorable.

It’s exactly how I approach client work too.
Not just what works – but what makes it unmistakably you.

Small touch. Big impact.

Back to real work now…

Loveofbooks

“You published a book last year?! Why is this a secret?!!”That was the message I received from a friend recently.And I l...
24/02/2026

“You published a book last year?! Why is this a secret?!!”

That was the message I received from a friend recently.

And I laughed.

Because it wasn’t a secret…
But I also hadn’t exactly been shouting about it.

Here’s the funny part.

At the start of 2025, I was convinced I would publish a book by the end of the year. An illustrated book about becoming a better version of yourself. (Yes, it’s still coming. And this year I’m being VERY specific about that manifestation 😉)

When December arrived and my book wasn’t out in the world, I felt a little disheartened.

But then I realised something.

I HAD manifested a book. Just not the one I thought.

Last year I collaborated on Smart Money, Strong Women – a 200+ page financial empowerment book written by my brilliant friend

What started as:
“Can you read this and tell me if anything’s unclear?”

Turned into:
“Can you design the whole thing?”

I read the manuscript every night before bed.
Took the money mindset quiz.
Felt slightly called out.
Felt empowered.
Felt motivated.

And somewhere between the neuroscience call-outs and the journal prompts, I knew this deserved thoughtful, strategic design.

So I:

✨ Designed and typeset the entire book
✨ Created clear hierarchy to prevent overwhelm
✨ Developed custom icons for “Quick Check-In”, “Pause Here” and mindset references
✨ Illustrated hand-drawn visuals to add warmth and improve retention
✨ Used soft gradient tones on the cover from the brand colour palette to support the female audience
✨ Structured 200+ pages to feel inviting, digestible and actionable

This isn’t a dry financial manual.

It’s about mindset.
Identity.
Conversations.
Confidence.

And design played a huge role in making that transformation accessible.

So no, I wasn’t the author.
But my name is on the cover!
And I’m incredibly proud of the collaboration.

If you’re writing a book, developing thought leadership, or creating educational content and you want it to feel powerful, cohesive and genuinely supportive for the reader…

This is exactly the kind of work I adore.

And as for my own illustrated book?

Let’s just say…
This year the manifestation is very specific.

10/12/2025

Ever had a moment where someone else’s story reminds you exactly why your own needs to be told? That was my Saturday night at the

I spent the evening wrapped in drawing, music and storytelling with . Last summer, when I was wrestling with the momentum of my illustrated book about becoming a better version of yourself, compared it to The Boy, the Mole, the Fox and the Horse. I’d forgotten I even owned the book, but it suddenly became a compass for where my story could go.

So when new tickets dropped for Charlie’s sold-out event, I took it as a sign and booked immediately.

I’d planned to ask how he moves his drawings forward when he’s stuck, but I overthought the wording and missed the chance. I kicked myself for days.

Then, mid-evening, he spoke about the way we talk to ourselves. He shared a moment with someone who said, “I can’t draw,” and replied, “You can draw, you just can’t draw like everyone else.”

It hit home.

In my third year at university I chose Graphic Design over Illustration because I didn’t feel I could draw like the others, even though my tutors said I could go either way. After that, I stopped drawing. Even in employment, we hired illustrators rather than letting me explore my own voice. It wasn’t until nudged me towards the mural that I reclaimed illustration as part of what I do today.

Comparison can silence us so quickly, yet the thing we criticise in ourselves might be exactly what someone else finds magical.

Charlie’s words reminded me to keep going, keep drawing and keep telling my story my way. And that’s exactly what I’m doing with this book.

The night was extraordinary – live drawing on a huge screen, stories woven with piano and strings – but the moment that made us all laugh was when he asked for our favourite cakes. I didn’t quite have the courage to shout “Courgette Cake”, especially after his views on Carrot Cake. But the little boy who yelled “Fish Cake” absolutely stole the show.

If you’ve ever felt stuck, tell me: what’s the one thing you do to get you back into flow?

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