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bäxters european kitchen

brand identity

creative writing

packaging design

social media

Baxters European Kitchen is a newly opened artisanal bakery and cafe in the heart of bustling Cairo. With a passion for baking that has been passed down through generations, three sisters wanted to recreate the feeling of love and warmth they experienced every summer in Finland while spending time with their grandmother in the kitchen, where the smell of cinnamon, blueberries, coffee and freshly baked bread filled the air.

From our initial discussion with the trio sisters, there was no doubt the brand identity needed to reflect the nostalgic spirit of the business with a fresh and modern touch. The custom line art icon in the logo design encapsulates different elements of baked goods and ingredients – blueberries, pulla, a twisted bun, grains and a baguette, all laid out and encapsulated in a rounded square – complemented with a clean and simple typeface style, giving the brand an overall warm, playful and welcoming tone. The colour palette is inspired by bright blue berries and a touch of honey yellow, complemented with neutral tones.

For the brand application, a nature-inspired style of illustration was the way to go. The use of organic colourful shapes and illustrations, reflecting the wide array of freshly baked menu items offered by the kitchen, instantly set the tone for the brand. These illustrations were rolled out across digital platforms and print collateral.