MEET BAEK 🥐🖤
A modern Korean Bakery + Cafe where heritage gets a bold, contemporary identity.
The vision: clean yin-yang aesthetic, loud personality.
The croissant’s natural pattern became the foundation woven into the logo mark, echoed in the brand pattern, and carried all the way through to the menu card and loyalty stamp shape.
Every touchpoint designed with intention.
This is what it looks like when a bakery brand has strategy behind the designs.
Scope of work:
✨Brand Strategy & Identity
✨Menu Card Design
✨Pattern Design
✨Social Media Revamp
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Back in December 2017, we had the opportunity to collaborate with EY and Cigna Health to redesign the Cigna Health OneGuide: a digital healthcare experience focused on improving how patients track and manage chronic back pain.
Our work included designing the system architecture, over 60 healthcare sensing scenarios, and a full set of mobile app interfaces to make the experience more human, responsive, and intuitive.
We also assisted in three rounds of patient testing and refinement with over 40 participants, ensuring the new experience was as empathetic as it was effective.
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