Derrick Lin


Design Agency: Base Design
Project Type: Produced, Commercial Work
Client: From Roy
Location: USA

Roy Shvartzapel, internationally acclaimed pastry chef and co-founder of “Houston’s best bakery” Common Bond, has announced the launch of his new e-commerce company From Roy – the premier first stop shop to satisfy any pastry aficionado’s desire for exquisite Panettones. After studying the art of Panettones in Italy, Roy discovered an opportunity to share the art and craft of Panettones in the United States (after selling them out of the back of his car!) and decided to launch From Roy.

Roy called upon Base Design, who also created the brand identity for Common Bond to aid him in executing a high-level visual identity for the From Roy platform. Base’s main goal was to celebrate the product on a pedestal while at its core showcase Roy as the personal entity behind his one-of-a-kind Panettones. By marrying a luxury approach with Roy’s obsession with tradition, the team was able to create a sleek but simple visual identity and package design that emulates the artisanal promise of the product. Base Design applied this approach across every application of the newly launched brand including the website, packaging and personal touches such handwritten notes signed “from Roy.” Base also used language instead of logos to tell the company’s story with the words “It is carefully crafted by tradition, invention, practice, godly mentorships, exquisite ingredients, an endless drive to control time and nature, and a passion to please the senses” on the packaging.