Peace Bread — Selina Ye

Type:

Independent Branding Project

Timeline:

April 2023, 1 week

Scope:

Branding
Visual Identity
Creative Direction

Tools:

Illustrator
Photoshop

Peace bread is a self-directed branding project born from my personal love of bread. I developed the brand concept, visual identity system, advertising copy, and produced brand collaterals within the course of 1 week. Peace bread believes in the virtue of simple routines that bring joy to our daily lives. The artisanal loaves of goodness are a reminder that joy in our lives can start from something as small as a single grain.

With the core and creative values in mind, I brainstormed 3 different design directions.

I ultimately chose the direction ‘Contemporary Artisan’ to emphasize the elements of balance, ritual, and warmth I wanted peace bread to embody. This concept is grounded in a modern take on the age-old tradition of bread making.

This project was an exploration of my design interest in multilingual brand identities.

My inspiration came from the local Chinese bakeries I visited growing up and the aesthetics of traditional European artisanal bakeries. I used a combination of vertical typesetting and the humanist Garamond font for the logotype to reference these two sources, respectively.

The brand mark itself was derived from the Chinese characters 和平 which means ‘peace’.

I chose a light sans serif for the main body text, reminiscent of fresh, airy bread. The clean, thin lines provide a sense of calm and is easy on the eyes when reading. Peace bread was about bringing harmony to contrasting elements: Eastern and Western type, traditional and contemporary fonts, and balancing an elegant, polished visual identity that still feels playful and approachable.

A soft beige was chosen as a primary brand color to provide a subtle warmth to any printed brand collaterals. The secondary orange-red color was chosen as a nod to the color of the red-ink stamps in Chinese calligraphy and egg yolks. The muted green evokes feeling of quiet and peace.