A Premium Visual Identity for High-End Baked Goods

What they needed: A complete visual identity that would position the brand as premium yet approachable—from the logo to packaging to supporting materials like coffee cups and billboards.

Golden Crumb needed to differentiate itself from both mass-market snack brands and boutique bakeries. They wanted to strike a balance between high-end packaging for retail shelves and a cozy, welcoming feel for their storefront. The identity had to feel indulgent without being overly ornate, luxurious without being unapproachable.

We began by identifying a single icon that embodied the brand’s values: the croissant. Simple yet iconic, the croissant symbolized craft, quality, and indulgence — everything Golden Crumb stands for.

We crafted a modern logomark that subtly incorporated the croissant shape. To keep it timeless, we chose a serif typeface — elegant, calming, and classic — without leaning too traditional.

The color palette centered around rich, warm neutrals: soft creams and baked browns paired with a bold deep plum accent. We avoided neon tones and overly colorful palettes to preserve a refined, grown-up feel.

Once the foundation was set, we extended the visual identity across packaging, coffee cups, in-store signage, and billboards, maintaining consistency and polish at every brand touchpoint.