Panaderia

Context

Panaderia is Spanish for bakery. A bakery and bistro on Abylay Khan Avenue: comfort food cooked over live fire, a wood oven and a josper. Part of a restaurant group running several venues in different formats. The client arrived with a finished concept and positioning — but no visual language.

Environment

Dimensional letters on the facade — graphite by day, lit at night. Inside, the wordmark repeats in coral on the wall above the wood oven, right where the baking happens. From there the mark moves into the display case and onto the packaging standing in it.

In the wild

Comfort food over live fire: a wood oven and a josper. Baking in the morning, bistro through the day — the takeaway packaging worked every hour the doors were open.

My part

The direction came from the client. The logotype, the type system, the palette and every application — from the business card to the takeaway packaging — I drew myself.

Idea

System

The logotype lives in two states. The horizontal wordmark carries the large surfaces — signage, bags, the shopfront. The round P seal handles the small ones — cups, stickers, the back of a card. All of it rests on two colours.

Applications

All takeaway packaging was printed in two inks. That kept the run affordable and held the same colour across board, kraft and cup stock. CMYK was reserved for the one box that carries a photograph.