Indulge Bakery & Cafe
Indulge began as a bakery within superstores, but with plans to expand into a franchise bakery and café, the brand required a more contemporary and inclusive identity.
The redesign focused on creating a clean, modern visual language that could appeal to a wider audience across different age groups and contexts.
Role — Brand & Experience Designer
Focus — Identity System, Packaging, Spatial Experience
A custom type-based wordmark was developed as the foundation of the identity, from which a flexible graphic system was derived.
The color palette was carefully balanced to feel both vibrant and calming—allowing the brand to remain grounded while retaining a sense of warmth and playfulness.
The identity extended across interior experience and packaging, ensuring consistency across all customer touchpoints.
The tagline “Every craving matters” reinforces this approach, positioning Indulge as an inviting, everyday destination—whether for a quick coffee, a meal with friends, or something to take along on the way home.
