Joannes

When Baking meets German Expressionism.

Joanne’s is a bespoke visual identity for a bakery based in Cheltenham, seamlessly blending the warmth of home baking with the bold, dynamic essence of German Expressionism. This brand identity strikes a balance between tradition and innovation, evoking the nostalgia of freshly baked goods while celebrating the avant-garde spirit of artistic exploration.

Rooted in rich textures and striking geometric compositions, the design language incorporates a palette of earthy, bakery-inspired tones complemented by vibrant accents. The typography draws inspiration from the sharp, angular forms of Expressionist design and the Bauhaus movement, resulting in a distinct and memorable logo that reflects both heritage and contemporary artistry. Joanne’s is more than a bakery—it is an immersive experience where the joy of homemade flavors meets the vibrancy of artistic expression, offering customers a sensory journey that delights both the palate and the eye. Artistic References: The Idea by Frans Masereel, Composition VII (1913) by Wassily Kandinsky, Mighty Mikko: A Book of Finnish Fairy Tales and Folk Tales. All referenced works are in the public domain. Inspired by my wife, Joanne.