Independent bakeries often use handwritten lettering to signal craft. Krossa needed to keep the warmth associated with fresh pastry while finding a visual language that could hold its own on signage and takeaway packaging.

The first wordmark drew on brush lettering, but the style felt too familiar across independent food brands. The way a croissant rises in the oven suggested a more specific direction, translated into heavy rounded letterforms. Loose illustration keeps a handmade quality in the system, while the wordmark is scaled confidently across boxes and pastry bags so the brand travels beyond the storefront.

The finished concept gives Krossa a stronger presence at street level while keeping the warmth of the bakery experience. The system moves easily from storefront signage into the packaging people carry away.

Self-initiated

• Braaands - Brand Of The Day
• The Brand Of Today
• Contra - Honourable Feature