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Shakya Vaughn
Strategic Brand & Packaging Design for Food & Bev Founders ⚡
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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Every milk brand wants to be "bold."
However, most of them just slap a cow on the carton and call it a day.
How Dairy needed to actually feel bold. Not "we added a sans-serif" bold. Bold as in: you see it from 10 feet away and you already know it's not the same organic plain thing you've seen 50 times.
I built the brand identity and packaging system from scratch. The name does the heavy lifting tonally (playful, modern, irreverent), so I let the visual system match that energy: high-contrast colors, type hierarchy, and zero overused dairy imagery. The carton design reads more like a streetwear drop than a dairy aisle staple.
The goal: make someone grab it because it looks like it has personality and speaks to their values, not just protein content.
If your product is blending into the shelf, let's talk → contra.com/shakya_vaughn (https://contra.com/shakya_vaughn)
#PackagingDesign #CPG #BrandIdentity #FoodAndBeverage
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Here's my first post for the #stealmyprompt sprint!
First, this prompt was created in Chatgpt ✨
Then used in Sora to create this base mockup image for Tropina✨
Left: Before
Right: After
Prompt: "A woman in a muted pink swimsuit lounging on her back on a sandy tropical beach, one arm resting over her head holding a wide-brimmed straw hat that partially covers her face. Her skin is sun-kissed and she’s relaxed beside the shoreline. Next to her in the sand is a small plain white rectangular beverage bottle with a brown cap, similar to a coconut water carton, The bottle is covered in light condensation, glistening slightly in the sun to emphasize its refreshingly cold temperature. The background includes turquoise water and a softly sunlit sky, capturing a luxurious, serene summer vibe"
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Modern organic milk, but make it luxury. 🥛
I recently wrapped the brand identity and packaging design for Moo Moo, a modern high-end milk brand based in Toronto.
Packaging mockup was made with AI and I added my final design and edits in Photoshop.
This project was a great reminder of why cohesive brand systems matter so much:
-Custom wordmark with “O” counters inspired by cow spots + the flow of milk
-Pattern system built from those same organic shapes
-Collateral (cartons, billboards, thank-you cards)
When every touchpoint is aligned, a brand stops feeling generic and starts feeling instantly recognizable.
Whether it's on the shelf, a billboard, or in a customer’s hands.
👉 If you’re building a beverage brand and want your visual identity, packaging, and collateral to work together (not against each other), let’s connect.
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