A best-selling author, world leader in her field, a name synonymous with design, creativity and colour, and a leading lifestyle brand. Lindy Smith, the genius whose cake designing skills have established her as an internationally successful author, teacher and businesswoman with 13 books and a busy online store to her name, is now the focus of a global licensing campaign.

Lindy Smith as a sugarcraft artist and a personality already enjoys a high level of awareness in dozens of countries across the world. Now independent licensing company JELC has been appointed to build on that awareness and roll out a licensing strategy for the Lindy Smith brand. It will use Lindy's distinctive mix of patterns and colour palettes as the basis of a comprehensive style guide.

Work on the look and feel of the brand is already well advanced. Working with UK design agency Minnow Creative (creator of The Great British Bake Off branding and style guide), Lindy has put together a collection of colours, icons, prints and finishes that can be combined to generate a stunning range of products that will be both eye-catching and instantly recognisable.

The potential for licensed products marketed under the Lindy Smith name is clearly enormous: from core categories, such as aprons, cake stands, bakeware and ceramics to associated areas such as picnic ware, food gifting and confectionery, to design-related non-food categories such as stationery, greetings cards and even soft furnishings. Numerous outlets, from specialist cookery shops and garden centres to mainstream supermarkets and bookshops, are likely retail targets for the product ranges.

Strong licensee interest and enquiries have already given the campaign an early boost. To meet the growing demand for information about the brand and its potential, Lindy herself will be making an appearance at Brand Licensing Europe in October to meet potential licensees and demonstrate her design skills at the JELC stand (D065).

Lindy says: “When my love of sugarcraft and cake decorating became a successful business, I dreamed that the cake and cookie designs I so enjoyed creating could in their turn inspire the designs of kitchen tools and textiles and many other items associated with cakes. Now, thanks to Minnow Creative and JELC, that dream is becoming a reality.”

Jane Evans, Joint Managing Director at JELC, adds: “The vision for Lindy Smith is to create a leading British lifestyle brand with products in key categories worldwide, and, thanks to her highly distinctive style and the enormous global awareness of her name and work, this campaign is off to a great start! We are thrilled to be working with a true British design classic on a campaign that is already proving highly attractive to prospective licensees.”

To find out more, visit www.jelc.co.uk