Jam Bakery

This project was developed for a long-established, authentic bakery that needed to reposition itself within an increasingly competitive market shaped by a new generation of contemporary bakeries. The challenge was not simply to modernize the brand visually, but to preserve its sense of familiarity and heritage while making it feel more relevant to younger audiences.

Our approach extended across the entire brand experience: from visual identity design and packaging systems for a wide range of products, to the interior design language of the store itself. We introduced a playful illustration style filled with warm, charming, and character-driven elements that brought a more human and approachable personality to the brand.

The brand’s original orange color, which had long been part of its recognition, was carefully preserved as a core asset of the identity. Rather than replacing it, we evolved it into a more vibrant and energetic tone.