Role Overview
Role: Graphic Designer.
Focus: Conceptual brand exploration, visual identity, typography.
Context: Self-initiated conceptual branding project.
Overview
Joannes’ is a self-initiated conceptual bakery brand exploring how progressive values and artistic references can inform a contemporary retail identity. The project investigates how expressive visual language can coexist with clarity and accessibility in a food-focused brand context.
The Challenge
Many bakery identities rely on familiar, nostalgic aesthetics, often limiting differentiation and cultural relevance. The challenge was to develop a brand system that felt progressive and distinctive while remaining clear, functional, and appropriate for everyday retail environments.
Concept & Approach
The visual direction draws from German Expressionism, Bauhaus principles, and mid-century Swiss typography. These references informed layout, hierarchy, and typographic structure, balancing abstraction with order. Rather than applying these influences literally, the project focuses on their underlying principles — material honesty, clarity, and expressive restraint.
Process
Exploratory sketching and layout studies were used to test typographic hierarchy, grid systems, and colour relationships. These experiments were refined into a cohesive visual language and applied across key brand touchpoints, allowing the system to be evaluated for consistency, flexibility, and legibility.
Outcome
The final result is a considered brand identity that combines expressive typographic moments with a clear, structured system. Joannes’ is positioned as a contemporary bakery brand with a distinctive visual voice, capable of translating conceptual ideas into practical retail applications across packaging and print.
