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Food & drinkAI concept study · Poftim

Poftim

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Mini-tarts for the person you have in mind. An identity built around the product, the box and the small gesture of bringing something with you.

  • Brand identity
  • Packaging
  • Digital experiences
  • Signage
  • Photography
  • Campaigns
  • Books
01The six-piece box brings the product and presentation together. The cream name sits on an oxblood lid, with the selection arranged in two rows of three.
The brief

Tu știi cui.

Develop a mini-tart brand with boxes of four, six and twelve. Connect the identity, packaging, online ordering and collection experience, so a box feels ready to take to someone from the moment it is handed over.

Who it’s for

People bringing dessert to a visit, saying thank you, sharing something at a table or taking a box home for themselves.

The challenge

Choosing a dessert does not always settle how to give it. The product, its protection, a short message and the handover need to feel like parts of the same thought.

02The canonical wordmark. Its broad bowls and narrow strokes give poftim a recognisable silhouette in a single colour.
The idea

Poftim is the gesture of offering the box. The name says what happens as you pass it across; “Tu știi cui.” leaves the recipient in the buyer’s mind. The story begins with a small tart conceived as a complete dessert, then carries that care through the way it is packed, collected, opened and shared.

Why Poftim?

Poftim is a familiar Romanian word used when offering something. It gives the brand a spoken beginning. The line “Tu știi cui.” means “You know who.” Together, they leave room for a visit, a thank you or an ordinary purchase for yourself. Poftim is a proposed name for this concept study.

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03The three box formats establish a simple graphic rule: 2 × 2, 2 × 3 and 4 × 3. These are layout studies, not manufacturing dielines.
How it comes together
01

Begin with the dessert

The product standard asks for a balanced relationship between shell and filling, texture and finish. Those qualities must be developed through real recipes and tastings. The close photographs describe that intention; they do not stand in for a tested product.

02

Give the name a clear shape

A high-contrast lowercase wordmark makes the short name generous on the lid. The p becomes a smaller signature on a seal. Instrument Serif carries short invitations; Manrope keeps product information and ordering steps easy to read, with Romanian characters throughout.

03

Let the box set the pattern

Four, six and twelve become grids of 2 × 2, 2 × 3 and 4 × 3. The same structure orders the tarts, introduces the box formats and becomes a graphic device. Oxblood holds the signature, oyster keeps the setting light, and butter picks out the small seal.

04

Follow the box beyond the counter

The photography moves through collection, the walk to someone, the handover, opening and sharing. The card leaves space for a few words. Online, the same sequence becomes three simple steps: choose the box, see what it contains and collect at the confirmed time.

04The box passes from one person to another. “Tu știi cui.” makes that small gesture the centre of the brand.

A complete dessert, at a smaller scale

05A close view gives the shell, filling and finish the foreground. Flavours and recipes remain illustrative until developed and approved.

When it opens

06The open box makes the selection part of the first impression, keeping the product and packaging in the same frame.

Four, to take with you

07A two-by-two format gives a small selection the same presentation as the larger boxes.

Twelve, for the table

08Four rows of three extend the same arrangement. The format grows while the name, palette and opening remain related.

A voice that reads in Romanian

09Instrument Serif and Manrope shown with the brand’s words, numbers and complete Romanian character set.

One signature, several surfaces

10The full wordmark and its p monogram work in light and dark settings. The surrounding space keeps each form clear.

A few words, if you want

11A dedication card, seal and illustrative flavour labels give the person offering the box a place in the identity.

For the way there

12A flat carrier study continues the palette and name. Size, material and construction would be resolved through physical prototypes.

A place to collect it

13The proposed storefront carries the same name and colours into the street. It illustrates a possible setting, not an operating location.

The handover matters

14A collection scene treats the box as something ready to take with you. The service flow would need to be confirmed before launch.

On the way to someone

15The box leaves the counter and becomes part of a journey. The occasion changes; the packaging stays recognisable.

Put them in the middle

16The story leaves room for sharing at a table as well as giving a gift. The product remains the reason to open the box.

Useful words, in their place

17A menu and collection sign organise formats and product information. Prices, selection and allergen fields are visibly marked for confirmation.

Choose, then come by

18The website concept carries the box formats through a clear ordering sequence. It is a visual proposal, with operational details still to confirm.

Tu știi cui.

19The launch composition pairs the exact wordmark and line with the act of offering the box. The photograph and typography remain part of one system.
Instagram

The brand, in your feed

See the identity as a profile, a feed and a sequence of Stories.

Open a post to see its artwork and caption.

Concept preview. Nothing is published.
PoftimProfile concept
Poftim identity
Poftim@poftimProposed handle

Mini-tarte în cutii de 4, 6 și 12. Pentru tine. Sau de oferit. Comandă online. Ridicare de la noi.

Suggested highlights
  • Cutiile
  • Sortimente
  • Ridicare
Feed concept
The whole picture

The identity extends through the product concept, three box formats, typography, printed pieces, a website, collection, photography and a proposed social feed. The complete book follows those choices through seven sections, keeping the brand idea beside the details that would make it work.

A proposed brand identity developed in Notable through AI-generated imagery, direct art direction and editable graphic design. The name is provisional. The photography depicts concept scenes, and the packaging, recipes, service and premises are proposals requiring validation before launch. Product names and commercial details are illustrative where marked.

Read the complete brand book

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