Branding & Identity
Branding Design
full packages, including logos, color palettes, typography, and application on marketing materials.
CHUNKA _ Summer Bash Series _ Branding
Objective: Develop a cohesive brand and visual identity for CHUNKA, a new fresh bakery inspired by indulgence, layers, and natural forms.
CHUNKA reflects the generous, satisfying portion of each pastry, while the brand concept draws from the layered landscapes of the Grand Canyon, connecting nature’s depth with the rich layers of fresh-baked goods made in USA.
The project explores the balance between comfort, quality ingredients, inviting atmosphere that turns everyday indulgence into a ritual.
Role
Created the full brand identity, including typography, color palette, logo, packaging elements, and visual system. Developed the brand concept, visual language, and directed all design elements to ensure consistency across print and in-store applications.
Research & Inspiration
Studied geological formations, textures, and layers of the Grand Canyon as visual metaphors for pastry layers. Researched bakery trends in the USA to ensure differentiation.
Conceptual Exploration
Developed moodboards connecting natural landscapes with indulgent baked textures. The word CHUNKA was designed to feel bold, generous, and substantial.Design Decisions:
Typography
Chose typefaces that balance warmth and structure, evoking artisanal authenticity while maintaining readability.
Color Palette
Warm neutrals and earthy tones inspired by canyon landscapes and tasty dough mixed with sweet spreads such as chocolate or caramel
Logo & Visual System
Created a bold, layered logotype, adaptable across packaging and signage. Supporting graphic patterns mimic geological strata and pastry layers.
Packaging & Applications
Designed packaging that emphasizes generosity of portion while staying minimalistic and eco-friendly. In-store elements reinforce the ritual of indulgence.
Outcome
The resulting brand identity positioned CHUNKA as a fresh yet indulgent bakery with a unique narrative. The layered concept resonated across all touchpoints:
logo, packaging, signage, and collateral - giving the bakery a distinctive and memorable presence. The visual system successfully conveyed both comfort and quality, inviting customers to see everyday indulgence as a ritual.
