Tart Modern Brand Identity

I had the privilege of spearheading an exciting project for Tart Modern, a vibrant central London quick-bite destination. Tasked with crafting an unforgettable brand experience, Tart Modern's signature offering of freshly-baked natas, a fusion of classic Portuguese pasteis de natas and trendy Asian Hokkaido cheese tarts, provided a unique canvas for creativity.

Drawing inspiration from the brand's whimsical and irreverent name, our mission was to conceive a captivating brand identity that would shine brightly amidst London's bustling food scene. We embarked on a comprehensive journey encompassing brand strategy, a visually striking identity, an extensive brand book, a dynamic website, and enticing brand store graphics. We also delved into crafting packaging, uniforms and product photography.

The overarching goal was to entice a diverse audience, from shoppers and tourists to busy professionals, offering them a tantalising alternative to traditional fare like doughnuts or croissants. We succeeded in forging a brand that not only encapsulates the essence of Tart Modern but also positions it as a standout destination, now having opened at two new London locations.