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Rawsome: A Tactile Identity System for Holistic Patisserie
I desgined a minimalist brand for a New York raw-food bakery to break out of the 'vegan niche' and become an inclusive neighborhood staple. By balancing organic, handwritten typography with a strict grid system, I built a brand relationship that invites the whole community, not just the raw-food crowd.
Geographic Market Positionin
The visual system was built specifically for the Lower East Side (LES) demographic. By pairing a strict-grid layout with organic, hand-drawn elements, the brand fits the "Industrial-Chic" vibe of the neighborhood. This ensures the shop becomes a destination landmark for both high-end tourists and local residents.
The sign is creates high-contrast in a dense urban environment, using neighborhood aesthetics to drive foot traffic.
Material Strategy: Business Card
- I utilized 350gsm kraft stock and an espresso-and-cream palette to distance the brand from the "grab-and-go" aesthetic of traditional health-food spots. This material strategy signals artisan craftsmanship, justifying a premium price point and attracting high-end shoppers who prioritize a tactile experience.
- Textured business cards and collateral use material weight to communicate brand quality
Repeat Engagement: The Punch Card
I designed the punch card as a collectible piece of brand collateral. It gamifies the "holistic lifestyle" purchase, turning a one-time visitor into a long-term regular.
Visual Uniformity & Service Standard
I designed cohesive uniforms to standardize staff appearance and eliminate the casual health-cafe stereotype that often alienates non-vegan consumers. This projects high operational expertise, building immediate trust with the broader Manhattan market and positioning the brand as a professional culinary destination.