Brand expansion, illustration, advertisement, apparel design
bakeshop: the local bakery
Bakeshop is a well-loved bakery local to the Northern Virginia area, with shops in Arlington, Falls Church, and Vienna. It has been a community staple since 2010, offering a wide variety of premium treats, all made in-store. It prides itself on quality, valuing trust with its community members above all else.
bakeshop in type
To accompany Bakeshop's clean, contemporary type, I designed a typeface based on the chalkboard menu signs hung in every shop. The handwriting has strong character, with dramatic sizing and curves alongside harsh lines, and a distinct mismatched alignment. This writing is iconic of Bakeshop, often featured on their custom cakes as well as most signage. It was clear that the best way to adapt the energy of Bakeshop into a unique typeface of its own was to take from what it already had.
the tags
Bakeshop has hundreds of tags, each one dedicated to a specific baked good - cookies, macarons, cupcakes, cakes, treats, breakfast, and more. I created illustrations for each individual tag, serving the dual purpose of allowing customers to easily identify their treat of choice, and offering a feel of whimsy and intention in the shopping experience.
the cookies
the cupcakes
the macarons
breakfast & specialty treats
the icebox
vegan friendly
Bakeshop prides itself as an inclusive company, offering a variety of baked goods that cater to different dietary needs. The vegan offerings are a core appeal of the brand, despite not acting as an exclusively vegan establishment. As such, they utilize clear labelling, and a separate logo to help patrons easily distinguish between goods that do and do not use animal products.
For the logo variation, the owner requested to avoid common "eco" imagery associated with vegan products, and sought a more on-brand representation that leaned into the unique, creative energy of Bakeshop.
breakfast sandwiches
Breakfast sandwiches are a popular offering at Bakeshop, though, had previously lacked a clear, visual representation in the shop. The intention was to help inform customers about a product they may not have otherwise heard of, and choose what best suits their appetite. The following illustrated signs display both familiar classics and the newest offerings.
custom screen-printed tees
Bakeshop offers a variety of merchandise options, including their well-loved tees that come with a free treat. Each of these designs are exclusive seasonal offerings for some of their busiest seasons: Valentine's Day, and Halloween.
The custom Bakeshop greeting card is an easter-egg filled, whimsical illustration encapsulating not just the shop itself, but the community it serves.
Credits
Design - Fiona Dale
Illustrations - Fiona Dale
Photography - Bakeshopva.com, @bakeshopva on instagram
