Reimagining the Café & Bakery Experience in Kurseong
ABOUT THE
BRAND
Baking Diaries is a café and bakery in Kurseong, West Bengal, created by entrepreneur and restaurateur Jaspal Bindra.
Following his work with Cafe Karma Diaries, Baking Diaries was conceived as a new café venture with a stronger focus on fresh bakes, coffee, and an easygoing café experience.
The name had a naturally youthful and expressive character, and the brief was to build an identity that could give this new venture a personality of its own.
We developed the visual identity, from the logo and typography to the colour palette, graphic language, packaging, uniforms, and café applications.
FINDING BRAND’S EDGE
THE STARTING POINT
Baking Diaries already had a name with plenty of personality. The challenge was to translate that energy into a visual identity without making it feel overly polished, overly childish, or like a typical bakery brand.
We wanted the identity to feel fresh, cheerful, and contemporary, while still having the warmth expected from a neighbourhood café.
WHAT WE BUILT
We brought together a handwritten logo, playful typography, a soft pastel palette, and a deep bakery green to create a visual language with plenty of character.
Illustrated elements, badges, stickers, patterns, and expressive compositions add a sense of play, while the more structured typography keeps the system grounded.
THE RESULT
A flexible identity that could move comfortably from the storefront to packaging, uniforms, takeaway cups, and everyday café communication, giving Baking Diaries a visual presence that feels distinctly its own.
CRAFTING THE
IDENTITY
The identity brings together a handwritten wordmark, expressive typography, a distinctive colour palette, and a collection of graphic elements that give Baking Diaries its own visual vocabulary.
The colour palette combines deep green with blush pink, soft sage, and warm neutrals, creating contrast between the grounded and playful sides of the brand.
The visual language extends beyond the logo through illustrated badges, patterns, stickers, and supporting graphics, giving the identity enough flexibility to keep the brand lively across different applications.
From takeaway packaging and cups to uniforms, signage, and in-store communication, each touchpoint carries the same visual character.
