Pophams Bakery

Branding / Packaging/ Art Direction — Pophams is a London based bakery, specialising in croissants and sourdough. Named after the street where it all started, the bakery and cafe has become a celebrated destination for its local residents, as well as catering for small businesses across London. Commissioned to create a visual identity for its launch in 2017, the design includes a simple yet characterful logotype, as well as packaging and print design. The logotype derives from the notable typeface P22 Underground, designed by Edward Johnston in 1916 for the London underground system. The sans serif and its multiple weights is boldly used throughout for the various print and packaging elements. The overall brand aesthetic is a fresh contrast of slate blue and off white, delivering a peaceful retreat for those enjoying the cafe experience. A clean, bold packaging system offers a classic yet playful identity, whilst supplementing the purity of the freshly baked products.