Pastane Bakery

I took a simple but powerful concept: the rise of bread as it is baked and the parallel evolution of typography. Just as a baker might leave a loaf in the oven for different lengths of time to achieve different textures and finishes, I translated this process into the world of type design. To illustrate the stages of baking, I created two distinct typefaces – ‘underdone’ and ‘well-done’ – each embodying a unique state of the baking process.

The ‘underdone’ typeface, with its soft curves and gentle lines, captures the essence of bread that has just begun to rise, retaining a sense of softness and potential. On the other hand, the ‘well-done’ typeface, with its bolder, more defined forms, reflects the fully baked, crispy texture that signifies completion and readiness. These two contrasting yet complementary styles come together to illustrate the full journey of baking, offering brands a visual metaphor that is both engaging and relatable.

By seamlessly integrating the baking process into the brand journey, this project results in a quirky, dynamic and visually engaging style. The bold and playful nature of the typefaces adds warmth and character to any brand, creating a welcoming and approachable image that resonates with audiences. This innovative approach to typographic design not only attracts attention, but also provides brands with a distinctive visual identity that sets them apart in the marketplace. Through this project I have given brands a tool to connect with their customers on a deeper level, using typography as a vehicle to convey friendliness, approachability and the comforting familiarity of a freshly baked loaf of bread.