As part of our branding strategy, we sought to redefine the visual identity of the brand by aligning it with a new archetype.
Specifically, we aimed to embody the 'Lover' archetype, which emphasized romanticism in our messaging and branding elements. To achieve this, we made intentional font and color choices that evoked feelings of passion and warmth, and we adjusted our photography style to incorporate softer shadows and create a dream-like atmosphere.
My Role
As the Art Director and Content Producer, I led the decisions and research made on the visual and verbal identity of the rebrand.
I managed and executed the art direction and styling for the entire rebrand photoshoot that can be viewed here.
Interior Renovation
In addition to the modifications made to the visual and verbal identity, I led the renovation project to redesign the interior of the physical store. The wooden panels were installed and created by myself and my partner, Kim Nguyen. While struggling to find the perfect pastry display, we decided to create a custom made “fish tank” and turned it into a pastry display. This was the first interior design project I’ve been a part of and it took me out of my comfort zone in the best way possible.
Wood Panel Installation
Pastry Case Upgrade
Before and After
Finished product