BAKED IN AMSTERDAM
Brief
Lawyer turned baker, Peter Ong decided to move to the Netherlands and open his own bakery. He needed an identity and packaging to set him apart in the crowded marketplace.
Visual outcome
During my research with Peter, I discovered that the name Baked in Amsterdam came to him as a play on words – where stereotypical view of what people do in Amsterdam meets baking. I loved this as a brand USP, so I researched optical illusions and created patterns based on my findings. This, married with simple silhouettes of Baked Goods, makes a powerful and individual brand identity.