Friends and Family is a beloved Los Angeles bakery specializing in whole grain baking and California cuisine. During our early exploratory work, we landed on a direction that Roxana Jullapat (owner and head baker) deemed LA Happy. She described the experience she hopes for all who visit Friends and Family: “you should leave here feeling LA Happy-meaning you had bright, tasty food, a baked good that surprised you, but still found something familiar and comforting.”
We created a warm and friendly logo to fit the mood. The secondary mark more prominently features the ampersand which is central to the bakery’s ethos and identity. It takes the bakers & chefs & farmers & millers (& on!) to create the magic behind their revered pastry case. The identity was extended to a suite of digital and physical collateral. The collateral is in keeping with the brand's friendly ethos, highlighting the bakery's commitment to artisanship and quality ingredients whenever possible.
Services: Brand Identity, Collateral Design
"
Working with Present is a joy! They bring a fresh perspective to every project approaching each design opportunity as an independent part of a coherent whole. Their designs articulate who we are as a business more accurately than we could have ever expressed it ourselves."
–ROXANA JULLAPAT, CO-OWNER OF FRIENDS & FAMILY
