Brand identity & illustration
A premium-yet-playful bakery, built around the everyday rituals of coffee and fresh pastries.
Bakeries tend to split into two camps: generically cute, or coldly minimal. The challenge was to find the middle: a bakery brand that feels premium yet playful, refined but approachable.
It needed to be built around everyday rituals like the morning coffee and the fresh-from-the-oven pastry while also holding it together across a lot of small, tactile touchpoints.
"Premium, but never precious. A bakery built around the rituals of everyday."
The visual direction balances clean, minimal structure with hand-drawn elements, so it reads refined, but never stiff.
That tension is the whole brand: a confident, minimal base that the custom illustrations warm up and make playful. Structure for trust, hand-drawn for charm.
A complete, considered system — logotype, palette, type and a signature fourth element — built to feel cohesive across every touchpoint.
A primary mark plus a secondary lockup, for everything from a shopfront to a sticker.
Warm bakery tones — terracotta, butter and dough cream, grounded by a baked-crust brown.
Clean, minimal structure warmed by hand. Aa Bb Cc 0123
Hand-drawn illustrations bring the playful warmth. All original, all by hand.
One system, applied across every everyday touchpoint a customer actually picks up.
Beyond the look, here's what this identity is built to do and the bar I hold every brand I design to.
A minimal, confident base that never feels cold or corporate.
Custom illustrations add the charm that makes the brand memorable.
One recognisable world, from the coffee cup to the t-shirt.
"A bakery is a daily ritual. The brand should feel as warm as the first pastry of the morning."
— Karya, on Oven Mitt
Currently open for brand identity projects and commissions.
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