Brand Expressions for Munch

The hand-drawn gesture icons paired with that retro diner script give it real personality, feels less like a generic food app and more like something with a point of view.

Lessayer Where Belle Époque elegance meets contemporary minimalism.

The identity started with a simple challenge: how can a luxury pastry brand feel refined and timeless without relying on predictable visual codes?

The answer became a single geometric symbol combining three ideas a crown, a sliced cake, and a subtle reference to the New Zealand sun.

One mark. Three meanings. One distinctive identity.

Here’s a first look at the logo construction and stationery system.

Full case study coming tomorrow.

The branding really speaks through its concept, especially those ray lines that remind us of the suns we used to draw on paper back in the day. Such a clean execution and an amazing idea!