Concept project · Neighbourhood bakery

Every bake has a shape.

  • Sold out by 11. Sorry. Not sorry.
  • Three days. One croissant.
  • The ninth is on us.
  • Fresh out of the oven.

Cheerful on purpose.

An imagined all-day bakery: bread, pastries and coffee from seven, for locals and the office crowd. It needed to feel cheerful and generous without sliding into the cute, pastel look most bakeries share.

So we gave every product a simple shape, and let those shapes do the talking.

Concept project. Good Morning Bakery is an original fictional brand created by CVO Atlas to show its branding work. It is not a real business.

The Good Morning menu board on cobalt: morning bun, butter croissant, cinnamon swirl, pistachio doughnut, fruit tart and country loaf, each with its shape icon.

Tomato, Butter, Cobalt.

Three loud primaries, a pistachio accent, a crust brown for text and a flour cream for paper.

Tomato#E8402A
Butter#F6C343
Cobalt#2547C8
Pistachio#9CC27A · accent
Crust#3A2117 · text
Flour#F7EEDD · paper

Bricolage Grotesque · one family, three voices

Hot cross buns

Sourdough, every single day.

Extra-condensed heavy for shouting across the street. Semi-condensed bold for names. Regular for telling you what is in it.

The Good Morning palette of Tomato, Butter, Cobalt, Pistachio, Crust and Flour, a Bricolage Grotesque type specimen and the eight bakery shapes.
Palette, type and shapes on one board.

Eight shapes, one system.

Each is a single colour with its detail cut out, so it works on any ground. They become menu icons, box patterns, price tags and loyalty stamps, so customers learn them without being taught.

Bun

Morning bun: cardamom, orange sugar.

From the box to the apron.

Pastry boxes, paper bags and cup sleeves wear the shape pattern. The menu board and price tags use the same icons. And the copy keeps it short: Sold out by 11. Sorry. Not sorry.

The pastry box lid: the logo on a band of flour across the shape pattern.
The paper bag artwork: a tomato croissant above Fresh out of the oven.
A price tag for the cinnamon swirl, with its shape icon and the price.

Packaging artwork: the pastry box lid, the paper bag and a price tag, shown as the finished pieces.

Collect all eight.

Loyalty card front in tomato: Collect all eight shapes. The ninth is on us. Loyalty card back: eight shape stamps to collect.
Inside the shop: a cobalt menu board listing bakes with shape icons and prices, two price tags and a cream sign with the horizontal logo.
In the shop: menu board, price tags, sign.
Good Morning stationery on cobalt: a wholesale order form, business cards and a loyalty card.
Stationery: order form, business cards, loyalty card.
Photographs of a natural canvas tote printed with the Good Morning logo and two rows of bakery shapes, and a brown apron with the horizontal Good Morning logo printed on the bib and a small Butter-yellow cinnamon swirl embroidered on the pocket.
The tote and the apron.
The Good Morning cup sleeve artwork with the shape pattern.

Packaging, shop signage, social templates, the tote and the apron show how far the identity can stretch. What each branding package includes is listed on our Branding page.

The rulebook.

A glimpse of the brand guidelines: how the logo, the shapes and the voice are used, so the bakery stays itself on every piece.

Brand guidelines cover: the Good Morning logo on butter, surrounded by the shape pattern.
Cover
Guidelines page: the primary logo and how its O's sit on the centre line.
The primary logo
Guidelines page: the eight shapes and how to use them.
The shapes
Guidelines page: the voice, with lines such as Sold out by 11 and Three days. One croissant.
Voice