Daniel Bakery is a well-known bakery in Buenos Aires, celebrated for its laminated pastries and delicious pastries. For this project, I developed the complete identity for their merchandising.
The starting point was the creation of Lucas, the dog and beloved mascot of the bakery, who became the main character in the brand’s visual universe. Inspired by his personality, I designed a graphic system that reflects the playful, colorful, and flavorful spirit of Daniel Bakery.
I created t-shirts for the staff, t-shirts for customers, stickers, tote bags, an illustrated menu, caps, cups, and a special coffee packaging. And, of course, a lot of illustrations. Each piece aims to convey the joy, humor, and energy that define the atmosphere of the bakery.
The concept was to think of the merchandising as an extension of the sensory experience that Daniel Bakery offers: a friendly, fun, relaxed, vibrant world full of flavor.
The new merchandise was presented at a special in-store event.
It was really nice to see all the designs come to life (:
Client: Daniel Bakery
Location: Buenos Aires, Argentina
Year: 2024
Work: Illustration, Character Design, Merchandising Design, Packaging Design
Photography: @brangela
Model: @caroldummel
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