Indulge Bakery & Cafe
Indulge began as a bakery operating inside supermarkets. As it prepared to expand into a franchise bakery and café, I redesigned the brand to feel more contemporary, inclusive, and adaptable across different audiences and settings.
I developed the identity across packaging, signage, communication, and the café environment, creating a consistent experience from the product shelf to the physical space.
Role: Brand & Experience Designer
Focus: Identity System, Packaging, Spatial Experience
I created a custom type-based wordmark as the foundation of the identity and developed a flexible graphic system around it. The colour palette balances vibrant and calming tones, allowing the brand to feel warm and playful while remaining clean and grounded.
I extended the identity across packaging and the interior experience to connect every customer touchpoint. The tagline “Every craving matters” positions Indulge as an inviting everyday destination, whether for coffee, a shared meal, or something to take home.
