Paz Bakes

The Sweet Spot: Balancing Character & Craft

For Paz Bakes, a boutique Tiramisu-focused bakery, I wanted to move away from typical cliches to find a more nuanced sweet spot. The challenge was to design a brand that felt playful without leaning into the childlike.

To achieve this, I developed a dual-threat identity: a strong, structural serif word-mark for authority, and a central illustrated icon for personality. Drawing from contemporary Japanese graphic design, the illustration adds a layer of curated charm, ensuring the brand feels premium and vibrant while maintaining a sense of approachable warmth.