McVitie’s National Dunking Championship

To celebrate National Biscuit Day, the iconic British baker McVitie’s officially elevated the humble tea break into a competitive arena. The inaugural National Dunking Championship was staged to transform the nation’s favorite pastime into a high-stakes sport, bringing together biscuit enthusiasts from across the UK to showcase their precision, timing, and “dunking know-how.”

The event featured a series of intense “dunk-offs,” where competitors went head-to-head to prove their mastery of the perfect soak without the dreaded structural failure. Held on May 29th, the championship served as a high-energy community showcase, blending British quirky humor with genuine competitive spirit. The activation successfully turned a domestic ritual into a public spectacle, complete with professional commentary and a “stadium” atmosphere for the finalists.

I was asked to explore a variety of concepts for the development of the National Dunking Championship logo, creating a visual identity that balanced McVitie’s heritage with a modern sporting aesthetic. The final logo was used extensively to promote the event in the press and served as the primary environmental branding at the venue, appearing on everything from the main stage backdrops to the official branded merchandise worn by the competitors.