East Whisk is a conceptual brand developed in collaboration with Cansumer Da Mert. The idea was to reimagine what a neighborhood coffee shop and bakery could look like if its branding felt as crafted and memorable as the pastries themselves. Rather than relying on minimalism, the identity leans into bold, character-driven design that sparks curiosity and invites customers to connect with the brand on an emotional level.

The branding system for East Whisk was designed to be playful yet refined — a visual identity that balances handcrafted charm with professional polish. Through a mix of typography, illustration, and color exploration, the brand conveys a sense of warmth and creativity, setting the stage for a memorable in-store and take-home experience.

I was asked to create a full suite of packaging concepts for the bakery: pastry boxes, coffee cups, and to-go carriers, as well as a range of merchandise like hats, shirts, and stickers. Each piece was treated as an opportunity to extend the brand story — turning everyday items into touchpoints that reinforce the identity. The result is a cohesive visual system that feels consistent across packaging, signage, and merch, making the East Whisk world instantly recognizable.