Baker is a street food brand based in Yerevan
Development of a concept and visual representation for a street food enterprise in Armenia.
A design system for a brand where the prototypes of street identity are put in focus in their global cultural context.
The idea involves a linguistic play in Armenian.
Given the street food nature of the business, the decision was made to establish brand outlets in typical residential courtyards.
In Armenian, the fusion of the words for "yard" and "time to eat" occurred, forming a foundation for brand positioning and serving as a unifying concept for future street food locations.
Design system
All components – the typeface, logo and typographic treatment of brand – are street and Chinese culture adaptations of historical forms.
I designed Armenian typeface that form an integral part of the logo. The rules of the street allowed me to write fast and incorporate unusual letters.
As the cuisine offered at this establishment is Chinese, the entire design is crafted around the cultural identity of China.
The produced content showcases the streets and courtyards of Armenia, with a significant focus not just on food but also on capturing the essence of the urban landscape.
Visual solutions are integrated into the identity and extend to packaging, banners, apparel, and various other media formats.
Design elements and color palettes were selected to mirror the vibrant hues of the streets and encapsulate the lively essence of fast street food.
Designer Maria Makaryan
Release date October 2023
