Sunday Club
A neighbourhood bakery whose U-shaped graphic becomes a bread window, a cup wrap and a place to sit.
- Brand identity
- Packaging
- Signage
- Editorial
- Campaigns
- Art direction
A little room for your morning.
Create a contemporary neighbourhood bakery for bread, pastries and coffee. It should feel warm and lively without leaning on French-patisserie styling or nostalgic flourishes. Build a coherent identity for everyday visits, takeaway packaging and a small space to pause.
Who it’s for
Neighbours on their way to work, regulars picking up a loaf, and people with a few minutes for coffee.
The challenge
A bakery needs to communicate quickly from the pavement and reward a closer look at the counter. The identity must leave room for the food, while giving different objects and moments a recognisable relationship.
Make room for the morning. The compact, two-line name establishes a generous block of lettering. An open frame, derived from the broad U in CLUB, becomes the second voice: it can reveal bread, hold a photograph, carry a short line or become a place to sit. The form stays related while its role changes.
Why Sunday Club?
Sunday Club borrows the feeling of an unhurried morning and brings it into an everyday neighbourhood ritual. Club means a familiar place to return to; the concept does not require membership or a Sunday-only opening schedule.
A form with something to do
The U-derived frame creates the bread window and cup wrap, holds copy and photography, and informs the open seating concept. Its broad bowl and rounded terminals connect those different uses.
Let the food take the foreground
Powder blue and lemon make a light setting for bread and pastry. Burgundy supplies contrast and a consistent printed voice. Smaller logos on the packaging leave room for the product and useful information.
Write for a real moment
“Before the rest of it.” belongs to the morning campaign. “For the way.” works at the scale of a pastry sleeve. Supporting copy simply says bread, pastries and coffee; the language does not invent heritage, awards or health claims.
The everyday exchange
Before the rest of it.
At the table
From the pavement
An original bakery concept spanning identity, a flexible graphic language, packaging, printed matter, campaign photography and a proposed space. The second art-direction round developed the form beyond the logo and carried the selected packaging back into the human scene.
A fictional, curated AI concept developed through a hands-on art-direction study. The images show design intent, not a built business. Lettering varies slightly between generated applications; a single vector master, print preparation and physical prototypes remain separate production work.
Velune
A beauty identity that becomes part of the object itself.
