FEAST YOUR EYES
Feast Your Eyes
Lettering artist Marley Soden serves up food for font
By Cassie Bustamante • Portraits by Amy Freeman
Mustard, spices, jam, cookie crumbs, sprinkles, honey, espresso powder, candy corn. Not necessarily ingredients you want in the same dish, but, for Marley Soden, they’re main ingredients in her recipe for creativity. On TikTok (marley.makes.things), where she dishes out a vibrant and colorful feast for the eyes, she describes herself as a “Letterer, Muralist, & Food Artist.” Sometimes sweet, sometimes nutty and sometimes spicy, this tactile artist has got something to say.
Scrolling through her posts, you’ll spy a lemon meringue tart on a bright-yellow backdrop with a whisk and lemons, the words “Easy Peasy” spelled out in meringue plus lemon curd accents. Or picture a breakfast scene, complete with golden bagels, a dusting of flour, an open tub of cream cheese and a smeared butter knife with the words “You Are My” written in flour. Then, to one side, the word “Everything” is spelled (and spills) out from a jar of Trader Joe’s Everything But the Bagel Sesame Seasoning Blend. And that’s just a small sampling to whet the appetite.
Has she always played with food? “Growing up, I was artsy, for sure,” says the 31-year-old Greensboro native. “But in middle school and high school, I was more into the music scene.” In fact, Soden graduated from downtown’s Weaver Academy in 2012, where she focused on music production. But, when she arrived at UNCG as a freshman, she wasn’t sure what she wanted to study. She hopped from English major to media studies major, but still felt unsettled.
On a whim, Soden made a leap into design. “I didn’t think it through whatsoever. And, thank God, it just kind of worked out and I really liked it.” The design aspect, however, came much later in her studies — after drawing, sculpting and other “really basic bare-bones stuff.” Little by little, she discovered she had a real love and knack for lettering, a small niche in the graphic design world.
After graduating in 2016 with a Bachelor of Fine Arts in New Media and Design, Soden was hired as a graphic designer locally for Pace Communications. She discovered that she was not made for office life, but, she says, she’s “so, so grateful for those years because it taught me so much about how to work with companies and how social media in general works.” After freelancing a bit on the side, she decided to bet on herself, going all-in on being self-employed.
Soden anticipated more freelance branding work, and that’s exactly what she did during that first year on her own. In the meantime, she’d post her creative work on Instagram. And, in December 2019, she posted her first video to TikTok, which, at the time, allowed a little bit of a longer video format than Instagram. In 2020, thanks to COVID, which found more and more people engaging with others through social media, TikTok really exploded on to the scene. “I just happened to be in the right place at the right time,” says Soden, “and a lot of my art videos took off.”
The result? “I pivoted from doing branding and logo design to doing more DIY content and educational art content online.” Think YouTube tutorials, but shorter. “I’m just not great at long-form content. Short form is where I really hit my stride and I’m great at telling stories quickly.” Which, it seems, is not something everyone can do as well as she does. And something increasingly in demand. The proof is in the pudding: Almost 550,000 followers agree, eating her content right up. Plus, Soden notes, as an introvert, finding community online suited her just fine — she found unexpected joy in teaching. “In a perfect world, that’s what I’ll do forever,” she muses.
While most of her social media following is similarly aged to Soden, she says those who actually engage with her on her posts are often Boomers. “I love those people for it. Yes, always comment because it makes my day,” she quips with a grin.
As for Gen Z? The word “depersonalization” is what comes to mind in describing their interactions on her posts. “When they do comment, they’re not commenting to me. They’re commenting to other commenters.” Instead of talking to Soden, “They’ll talk about ‘her.’ And I’m like, ‘Her?’ Me?”
Nonetheless, her vibrant, eye-catching and whimsical posts get people talking. This English-major-turned-design-major puts her love for wordplay to use regularly. “The fun thing about lettering in general is that you can really inject your personality into it, and you can quite literally say what you want to say through it, through your art.” A favorite video of her own features “Pop It Like It’s Hot,” the first two words spelled in popcorn kernels and the last word in spicy seasoning. And, of course, the song it’s paired with: Snoop Dogg’s “Drop It Like It’s Hot.” To celebrate the one year mark of being self-employed, she spelled out “one” in rainbow sprinkles.
“I won’t pretend to have invented it,” says Soden of food lettering. Detroit-based illustrator Lauren Hom (Hom Sweet Hom) served as big inspiration for her from the beginning, but, Soden notes, “from there, my style just took on a life of its own.”
Thanks to Soden’s instinctive talent for connecting with her social media audience through creating quirky, whimsical art, brand deals started rolling in. She’s worked with companies such as Owala, Adobe, Michaels Stores, Café Appliances, Shake Shack, Digiornio, Russell Stover and Aerie. On her wish list? Twizzlers, Starburst or Skittles. “Anything that’s really bright and colorful and interesting texturally would be fun.”
Even though brand deals provide her with income, it’s the making — and teaching how to make — art that fills her cup. For instance, Soden brought many of her passions together in one project when she created an entire series based on podcasts — “I love food, and I love music, and I love podcasts.” For Armchair Expert, cherries and pistachios were used to create a story, with crushed pistachios spelling out the title. In that Instagram post, Soden writes that she chose cherry because: “get it? chairy?” In another post, Conan O’Brien Needs a Friend is written in apricot preserves and surrounded by scattering of almonds as well as apricot-and-almond buns (“because that hair is iconic”) and almonds.
Liquid, she notes, is especially hard to work with but produces a silky look she can’t get enough of. “The letters want to morph together,” notes Soden, so time is of the essence. And, the moment you start a project with any kind of liquid or sticky food, there’s no going back. “Once it’s down, it’s down for sure. Ask my countertops.”
To cut down on waste, every work of tactile art she creates has to have a meticulous plan, beginning with a sketch. Or, if she’s working with a client, a series of sketches. That’s followed by making stencils and, lastly, she’s ready to move on to making — and shooting — the final product. The outcome generally reflects her signature style, which she refers to as “organized chaos.”
In the end, from a creative arrangement of plates and “things toppled over,” order arises, with artist-to-the-beholder communication emerging.
Is it something AI could reproduce? Maybe, but Soden notes that there’s something lacking in AI. Sure, these days “it’s looking more and more realistic. Realistic isn’t necessarily good. I’m still missing that little piece of soul within it that you can’t really get from anything other than a real person.”
Any artist, of course, loves to explore on various mediums, from digitally in iPad screens all the way to broad-brush work on walls. You just may have spied Soden’s Mural work locally in Local Honey Salon, the former Borough Market & Bar, King’s BBQ in Archdale, Lash & Blade in Winston-Salem and Inkvictus Studios in Raleigh.
In fact, Soden’s most popular TikTok video, viewed 7.2 million times and growing, has nothing to do with lettering. Instead, in under one minute, she teaches viewers how to paint the perfect arch on their wall, ending by telling them, “Follow me for more artsy-fartsy stuff.”
Over the past six years as she’s experienced explosive growth on social media, the platforms themselves have evolved and changed. TikTok, for example, now allows for 10-minute videos. Plus, the algorithm itself changes constantly, treating its content creators to a virtual roller coaster ride. One day, your video could garner 100,000 views. The next, 3,000. “You just have to ride the wave and keep putting stuff out.”
Soden’s life behind the grid has changed, too. In 2021, she married Zach Hunt, a logistics analytics manager for Ralph Lauren, and, a couple years later, they welcomed a son. Soden anticipated that after just a short time off, she’d be working at home, baby by her side. “I had this naive idea in my head that I’m a freelancer, I can do both,” she muses. “I can watch my kid and, while he’s sleeping, then I’ll do some work.” Turns out, juggling that schedule “on top of just healing in general, learning to be a mom and having a serious sleep deprivation” was utterly exhausting. Soden found herself backing off work.
“The thing that people don’t think about when women take time off for maternity leave is that you’re not only sacrificing your income,” says Soden, “but you’re sacrificing that time that you would have spent advancing in your career.” Plus, being home with a baby and away from colleagues can, as any parent who has done it could tell you, feel lonely. After their son’s first birthday, she and Zach made the decision to put him in daycare so that she could have the time “to work and continue exploring.” Still, some days, she asks herself, “Am I doing the right thing?”
Parenting aside, stepping back onto the career path comes with its own challenges. “While you’ve pressed the pause button, you come back and everything is different,” she says. “The real world doesn’t wait for you.”
Indeed, there were no new freelance jobs, she admits, waiting for her to once again press play. So, even though Soden is adept, brilliant actually, at communicating via social media, she’s changing her approach, focusing on growing her business locally, weaving herself into Greensboro’s cultural fabric. Still, she says, “I would love to continue in social media in some way without it being my primary source of income.” The next step? Perhaps selling her art — from prints to possibly even coloring books — locally. “In general, I think people are seeking community right now because we’re all so isolated,” she says. A local presence just might be what helps her expand her net of communication, but her hope is she can regain a healthy foothold in social media once again.
On her plate currently, she’s scheming and dreaming about a just-for-fun Harry Styles-themed piece based on the song “Golden” and inspired by her toddler. “My son is his number one fan.” So far, her plans include “golden pancakes and golden syrup spelling out ‘You’re so golden’ on a big, yellow background.”
Artist. Foodie. Muralist. Letterer. It’s obvious that Soden’s creative juices will keep on spilling and spelling out — onto pancakes, onto screens, onto paper, onto walls and into the hungry hearts and minds of her community.










