Dotcument Pastry & Coffee
To create a recognizable pastry and coffee brand identity that show off its values: joy of experimentation and creation, intentionality, and quality.
Two bakers had one mission: to make pastries that are true to its nature but also to experiment with ingredients that were considered unconventional. I decided to visualize their mission by mixing bold hand illustrations, well-made but refined typefaces, and developing the dot as their main motif.
1) High quality pastries, house-made beverages, and take out packaging built on strong brand foundations.
2) Sturdy packaging, bold and detailed illustrations, and unified designs used inside and outside the bakery that demonstrate their values: intentional, experimental, and true-to-its-nature.
.CUMENT(Dotcument) is a combination of the words, “Dot” and “Document”, the dot indicating the beginning and the end to the bakers’ documenting process. Their slogan, “Documenting every bite” reflects the two bakers’ mission to keep documenting and making a mark by sharing their experiments(pastries) with the customers.
Color
Butter being one of the main ingredients responsible for their croissants’ flakiness, we decided to translate it directly into Dotcument’s identity. As a result, the soft yellow hues added warmth and freshness into the brand.
Bold illustrations and the dot are the two main elements of Dotcument. The drawing of the dot is inspired by the children’s book, “The Dot” by Peter H. Reynolds, where a student’s creative journey begins with a small dot on a paper. It represents the first step everyone has to take in order to achieve something great and to be able to discover and experience your potential.
Read “The Dot” here!
The dot can be used in two versions: a brush version and a graphic version. Graphic version is utilised when the brush aesthetics do not align with the overall theme or when the dot has to be used in bigger sizes.
The expansive use of the dot represents:
1) The power of documentation and its ability to multiply, add, or enrich the final product.
2) Growth that happens through documentation.
It contains all the elements of the cafe’s identity. The box is sealed off with one of Dotcument’s vibrant stickers.