Service · Brand identity
Identity systems
From logo to everyday applications, we build coherent identities with a point of view.
Packaging design
SOFT BAKED DAILY
A daily-bakery packaging concept shaped through paper structure, soft materials, and restrained space.
Studio concept, not client work
Case narrative
Background
SOFT BAKED DAILY is a self-initiated packaging concept for a daily bake. It expands one carton into boxes, bags, liners, labels, and counter display so a small changing range can remain coherent and easy to hand off.
Case narrative
Challenge
Soft whitespace can set a mood but cannot solve size changes, grease protection, flavour recognition, or peak-time handoff. The system must explain what fits, how it closes, and how staff identify it without multiplying carton formats.
Case narrative
Insight
Daily variation lives mostly in contents and quantity, not in a need for new packaging every morning. Stable structures with changeable liners, seals, and SKU labels translate production changes into a readable front-of-house rule.
Case narrative
Strategy
A single-item bag, small carton, and sharing box create the structural backbone. Warm-white stock, mist-grey type, and bake-tone labels stay consistent while item, flavour, size, and bake window follow one hierarchy; the seal doubles as a handoff check.
Case narrative
Design
The result covers folding cartons and greaseproof liners, a box-bag-label family, flavour and size SKU logic, material and closure rules, and counter display for single purchases, bundles, and gifting. It is design evidence, not a claim about real recipes or manufacturing specifications.
Strategy translated into delivery
The systems below connect each strategic decision to an inspectable specification, touchpoint, or operable result.
Packaging structure
Three formats for daily variation
The single bag, small carton, and sharing box share fold, closure, and liner logic, protecting different quantities with fewer structures.
- Folding carton and greaseproof liner
- Bag and box closure logic
SOFT BAKED DAILY · Structure 01
Curved-lid sharing box
Greaseproof liner
Curved lidLocking tabSidewallGreaseproof liner
- Flat
- Flat: 420 × 310 mm
- Finished
- Finished: 180 × 120 × 65 mm
- 101 Pre-crease
- 202 Raise sidewalls
- 303 Lock the lid
SKU system
SKU labels that preserve the whitespace
Item, flavour, size, and bake window keep one reading order across carton face, bag seal, and shelf edge.
- Flavour, size, and bake-window labels
- Front, seal, and shelf reading order
SOFT BAKED DAILY · SKU 02
Three capacities, one reading order
Single
Single1 piece
Flavour · Size · Baked 08:00
Small sharing
Small sharing2–4 pieces
Flavour · Size · Baked 11:30
All-day bundle
All-day bundle6–8 pieces
Item · Quantity · Pickup window
Material system
Materials assigned by contact and protection
Outer carton, food-contact liner, carry bag, and seal use distinct paper roles, with separable parts and low ink coverage keeping disposal legible.
- Carton, liner, bag, and seal material map
- Low-ink and separable closure rules
SOFT BAKED DAILY · Materials 03
Assigned by contact and protection
Outer carton
Warm-white board
Structure and stacking
Food-contact liner
Greaseproof paper
Oil barrier
Carry bag
Unbleached kraft
Carry and separation
Seal positions
FrontTabHandoff
Print: 2 spot colours · water-based coating · no print on food-contact surfaces
Display system
Counter arrangements from singles to gifts
The shelf groups by format, then one label system connects singles, daily bundles, and sharing boxes so customers and staff use the same handoff cues.
- Single, bundle, and sharing-box display
- Shelf labels and handoff checkpoints
SOFT BAKED DAILY · Display 04
Capacity first, then handoff occasion
- 01Singles / quick pickup
- 02Small sharing / daily set
- 03Sharing box / gifting
- Seal intact → handoff
Delivery standards you can inspect
Acceptance evidence
Content completeness
The case connects background, challenge, insight, strategy, and design to each delivery decision.
Independent art direction
The visual system uses distinct colour, material, typographic rhythm, and information hierarchy.
Responsive delivery
Desktop, tablet, and phone reading preserve essential delivery information without horizontal overflow.
Keyboard access
Every link and applicable control is keyboard reachable with visible focus.
Truthful disclosure
This is a studio concept and does not claim a client commission, real transaction, or unverified commercial outcome.
Content completeness
Dieline, flat and finished dimensions, materials, print, SKU labels, display, and handoff rules have explicit specifications.
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