Branding & Identity
CHUNKA _____ Bakery Branding & Visual Identity
Branding Design · Visual Identity · Packaging · Concept Development · Art Direction
CHUNKA is an American bakery brand specializing in babka and pastries baked in long molds and cut into generous portions.
I created the complete brand identity, from concept and strategy to design execution - developing a visual world that connects the layered landscapes of the Grand Canyon with the rich textures of freshly baked goods.
The result is a warm, earthy, and generous visual identity that turns everyday indulgence into a ritual of comfort and pleasure.
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BRIEF
CHUNKA is a new american bakery inspired by indulgence and layered forms. The goal was to create a cohesive brand identity that communicates warmth, quality, and the sensory pleasure of generous portions. The project required a full visual package, including logo, typography, color palette, packaging, and marketing materials - unified by a strong concept and consistent design language.
GOAL
To develop a distinctive brand identity that connects the natural depth of landscapes with the rich layers of pastries, transforming everyday indulgence into a ritual of comfort and pleasure.
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CONCEPT
The brand concept draws inspiration from the layered landscapes of the Grand Canyon, mirroring the textures and strata of baked goods. The name CHUNKA reflects the bakery’s generous portions - bold, satisfying, and honest. This connection between nature’s layers and culinary craftsmanship became the foundation for the brand’s visual language: earthy, warm, and substantial.
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PROCESS
Research & Inspiration: Studied geological formations, textures, and colors of the Grand Canyon as visual metaphors for pastry layers. Researched bakery trends in the U.S. to ensure CHUNKA’s positioning felt fresh yet familiar.
Moodboard & Concept Direction: Created visual moodboards connecting natural landscapes with the textures of baked goods- sand, rock, and clay, forming the foundation for the brand’s visual direction.
Typography: Selected typefaces that balance warmth and structure, reflecting artisanal authenticity while maintaining clarity and modern appeal.
Color Palette: Built a palette of warm neutrals and earthy tones inspired by dough, caramel, and canyon hues, evoking both comfort and richness.
Logo & Graphic System: Designed a logotype supported by graphic patterns that mimic geological strata and pastry cross-sections, creating visual depth.
Packaging Design: Developed eco-friendly, minimal packaging that highlights the bakery’s colors while keeping the aesthetic clean and premium.
color palette
MY ROLE
I was responsible for the brand identity design, from research and concept development to branding and final applications. I created the logo, color palette, typography system, packaging design, and visual guidelines, ensuring a consistent and expressive identity across all touchpoints.
SOFT SKILLS IN ACTION Soft
Conceptual Thinking: Translating natural landscapes into a unique brand narrative.
Visual Consistency: Maintaining coherence across digital, print, and spatial design.
Creative Direction: Guiding every stage from ideation to final production.
Attention to Detail: Balancing texture, tone, and typography for emotional resonance.
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CHALLENGES
The main challenge was balancing indulgence and minimalism, creating a brand that feels rich and sensory without overwhelming the viewer.
To solve this, I focused on visual metaphors and natural balance, using texture and tone rather than excessive decoration to express depth and warmth.
Maintaining cohesion between digital and physical applications also required detailed attention to material finishes and print consistency.
IMPACT
The resulting brand identity positioned CHUNKA as a fresh, modern bakery that celebrates comfort, quality, and authenticity.
The layered concept translated seamlessly into logo, packaging, signage, and collateral, giving the brand a strong and memorable presence.
The visual system successfully conveyed both indulgence and simplicity, inviting customers to see everyday treats as part of a mindful, sensory ritual.
packaging