Dorothy’s
2025
Brand Identity / Art Direction / [Passion Project]
Role
Graphic Design and Art Direction
Software
Figma, Photoshop, Illustrator
Photography
Pexels stock
“A bakery brand identity with an imaginary forest fairy tale background story.”
An imaginary fairy tale background story featuring a small bakery run by Dorothy, the squirrel aunt who bakes for animals living in the neighbourhood of the Forest of Mysteries. The brand aims to evoke memories of enjoying food prepared by a loving aunt or family member who was part of our lives growing up.
Art Direction
Overlapped graphics and utilised colour combinations to mimic an analog stamp-on effect, representing the handcrafted nature of Dorothy’s.
Graphics
Marked by naturally lit photographs of bread placed on a table as a part of a meal, bakers and workers carrying freshly baked bread pastries, and people of all ages enjoying the pastries. The movements and poses of the subjects are raw and genuine.
Photography
Colour System
Colours drawn from childhood fairy-tale illustrations of animals living in a forest neighbourhood. The energetic palette is powered by vibrant oranges, yellows, and greens commonly seen in nature, grass fields, flowers, and wooden houses illustrations.
