Work·Chico Bakes

Chico Bakes

Personality Baked In

Brand Identity · 2024

Brand StrategyVisual IdentityPackagingArt Direction

Chico Bakes started as a small home bakery. As it grew into a proper storefront, it needed a brand that matched its ambition — warm, handcrafted, and unmistakably its own. The challenge was to translate personality into a visual language that could live on a paper bag, a coffee sleeve, and an Instagram grid.

The logomark draws from vintage bakery stamps — a circular emblem with hand-drawn character. The wordmark pairs a warm humanist serif with irregular baseline spacing, nodding to imperfect handwriting. Together they feel made, not manufactured.

The identity system was built to scale across every touchpoint — from kraft paper bags to foil-stamped boxes, loyalty cards, and a full social kit. Every application reinforces the same warmth, whether it's a sticker on a takeaway cup or a full storefront wrap.

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