Visual identity for a Middle Eastern bakery and cafe

Salty Sweet Bakery & Café is a heartwarming haven nestled in the historic city of Nablus. They are passionate about bringing the perfect blend of tradition and creativity, offering handcrafted pastries, artisan bread, and freshly brewed coffee in a setting that feels both welcoming and refined.

Timeline

4 weeks

Industry

Hospitality

Platform

Year

2024

Stack

Scope

Research, Branding, Typography

About the Project

The branding project for Salty Sweet Bakery & Cafe was an inspiring journey of blending cultural heritage, culinary craftsmanship, and a warm, modern aesthetic into a cohesive visual identity. The brand’s foundation was built around its mission to offer a space that feels both sophisticated and inviting—where the classic charm of Palestinian flavors meets a contemporary, approachable design with a passion for building community.

To start, I immersed myself in understanding Salty Sweet’s core values, target audience, and competitive landscape. With a mission to create a warm, welcoming space that feels refined yet down-to-earth, I identified key brand attributes—such as hospitality, warmth, and authenticity—as guiding principles, in addition to considering the rich cultural context of Nablus, which informed design choices rooted in local aesthetics yet resonant on social media platforms to engage a wider audience.

Playful Contrast

The visual identity work was centered on creating a logotype that reflects both the comforting and classy essence of Salty Sweet. The chosen typography combined a soft serif with subtle flourishes – Bespoke Serif, and a bold yet friendly and modern sans serif – Tanker, conveying elegance while staying legible and friendly. The design elements incorporated rounded edges and a slight, playful contrast between "Salty Sweet" and "Bakery & Cafe" to symbolize the harmony of bold and delicate flavors found at the bakery.

The warm, earthy color scheme includes a vibrant chili-red, mustard gold, and soft neutrals, to evoke a sense of hospitality and familiarity paired with bold, youthful energy.

Given Salty Sweet’s emphasis on social media, I developed a series of Instagram-friendly templates for posts and stories. These templates showcase a mix of menu highlights, community stories, and behind-the-scenes glimpses of the bakery, fostering a genuine connection with followers. Additionally, I designed a set of custom icons and illustration elements that can be applied across social media and in-store materials, ensuring a consistent visual language.

Packaged Goods

The packaging design was crafted to be both inviting and premium. The branding is carried through to coffee cups, pastry boxes, and takeaway bags, with each piece designed to reflect the quality of the product inside. Bold colors, gentle textures, and the Salty Sweet logo make every item feel thoughtfully designed and unique.

Final Thoughts

Salty Sweet’s brand identity is a beautiful expression of its dedication to quality, comfort, and a modern culinary experience. It’s designed to attract customers who value both flavor and ambiance, inviting them to savor a moment of warmth and creativity. This identity not only appeals to the senses but also builds an emotional connection, making each interaction with Salty Sweet feel memorable and meaningful.

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