Start from the street
We treated visibility as the first job. The identity needed to work from a distance, in passing, and in the quick decisions people make when choosing where to stop.
Work
Pastry / retail
Redwood
A self-initiated pastry-retail identity, built to test one idea: how does a small shop become easy to spot, easy to remember, and recognisable from storefront to delivery? Naming, mark, storefront, apparel and street-level cues, developed as one system.
- Facade as a primary brand asset
- Apparel with retail presence
- A system built for daily recognition
StatusSelf-initiated concept
Year2022
ScopeBrand Identity, Naming, Packaging
Context
Pastry and retail brands live at street level. Recognition is built through facade, signs, bags, uniforms, delivery moments, and the small cues customers encounter before they taste anything.
Challenge
The challenge was to make the shop feel urban and ownable without losing the warmth expected from a pastry brand.
Outcome
The result is a pastry-retail identity that holds storefront, delivery, apparel and daily customer touchpoints together - a studio concept, shown end to end.
Process
How the work was shaped
Extend into movement
Delivery and apparel were part of the system because the brand would not live only inside the shop. It had to move through the city and remain recognizable.
Balance edge with appetite
The direction needed street-level confidence, but not so much edge that the product felt secondary. The brand had to stay inviting.
Design choices
What the system needed to do
Facade as a primary brand asset
The storefront was treated as more than signage. It is a recognition device, a photo moment, and the first proof that the business is intentional.
Apparel with retail presence
T-shirts and wearable touchpoints give the identity another life outside the shop, especially in staff, delivery, and customer contexts.
A system built for daily recognition
The visual language keeps enough consistency to be remembered across facade, object, and street-level moments.
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