A contemporary Korean bakery identity inspired by the relationship between baking, tradition, and time.
At the heart of BAEK is a hand-drawn clock, where Korean pastries, cakes, and bakery objects become markers of time, celebrating the baking process and recipes passed down through generations.
The custom hand-drawn logotype features a distinctive “K” subtly influenced by Korean Hangul characters.
A playful yet considered identity brought to life through lettering, illustration, and packaging.