VELVET SPOON | BRANDING

Introduction

At its core, Velvet Spoon is a story of care. Grown slowly through genuine passion and craftsmanship, the brand has always had a beautiful spirit. Our goal was to create a visual language that finally honors that truth—bringing the warmth of the inside to the very surface.

Challenge The hardest part of rebranding a beloved institution isn't the design. It's trust. Velvet Spoon's customers didn't need convincing that the food was good — they already knew. The challenge was creating a visual identity that honored that history while opening the door to an entirely new generation. The brand needed to look like it had always been this good.

Solution The new identity leans into character — literally. A bold serif-style wordmark, a mischievous mascot, hand-drawn illustrated icons, and a color palette built on deep bakery reds and warm cream. Everything was designed to work as a system: wrapping paper that tells a story, packaging that feels like a gift, uniforms that make staff feel like part of something. Every element was crafted to feel like Velvet Spoon has always looked exactly like this.

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