Before Little Hungarian Bake Shoppe opened its doors, the owner needed a visual identity that felt warm, nostalgic, and true to its Eastern European roots. I partnered closely with the team for months—developing the brand aesthetic, styling and shooting product photography, creating print and digital menus, and shaping the overall look and feel of the shop. My goal was simple: Build a brand that felt homemade, inviting, and instantly recognizable in the Baltimore café scene.
Role:
Brand Designer
Industry:
Food & Hospitality
Duration:
Ongoing
Challenges
Starting from zero: No branding, no visuals, no identity system, and no photography.
Needed a cohesive look fast: The café was opening within weeks and required a full visual foundation.
Unfamiliar product: Locals had never seen chimney cakes—branding had to make the product feel appealing and familiar.
Inconsistent assets: Early photos and menus lacked clarity, hierarchy, and brand alignment.
Needed multi-platform use: Branding needed to scale across signage, menus, social media, and the future website.
My Approach
01 — Discovery
Researched Baltimore cafés to identify visual gaps in the market.
Found an opportunity to differentiate through warmth, heritage, and handmade charm.
Interviewed the owner to understand cultural references, product roots, and brand personality.
02 — Aesthetic Direction
Built a nostalgic palette using paprika reds, creams, and soft browns.
Developed moodboards inspired by:
Hungarian folk embroidery
European storybooks
Cozy neighborhood cafés
Chose friendly, imperfect textures to reflect the handmade nature of the food.
03 — Logo Exploration & Identity Design
Explored mascot-based logos, illustrated chimney cakes, and floral folk motifs.
Finalized a tulip emblem inspired by Hungarian embroidery paired with Recoleta typography.
Created a scalable identity system usable for signage, menus, packaging, and digital assets.
04 — Menu Design (Print & Digital)
Designed easy-to-read menu layouts for print, TV screens, and social.
Established typographic hierarchy and spacing rules for better readability.
Created Canva templates the owner can update independently.
05 — Photography & Styling
Directed product photoshoots using softbox lighting, camera, and a iPhone 16 Pro.
Styled chimney cakes with wood textures, linens, and ceramics that reinforced the brand story.
Built a full visual library used for menus, web, and social media.
Results
A distinct brand identity recognized by customers as warm and memorable.
Photography repeatedly mistaken for “studio-quality,” validating visual direction.
Clear menus increased customer confidence and reduced ordering confusion.
A cohesive visual foundation that supports the website, Instagram, and in-store experience.
Future Plans
Packaging design for take-home boxes
Seasonal identity extensions
Updated signage and in-store graphics
Branded merchandise (stickers, bags, postcards)
Conclusion
Through intentional branding, handcrafted photography, and a cohesive visual system, I shaped an identity that feels warm, cultural, and inviting, turning a brand-new café into a recognizable neighborhood destination.
When design reflects personality and story, a small business becomes unforgettable.
