The Shop

The Shop is a rebrand for a Warkworth-based bakery transitioning into a pizza-forward concept with a simple, rugged, and independent personality. Inspired by the owner’s “forge your own path” ethos, the goal was to craft an identity that carried grit and adventure without leaning into literal pirate imagery. Approach: I paired rough illustration with signage-inspired typography to build a system that felt handmade, confident, and slightly unruly. The identity was expanded through packaging, apparel, and product presentation, reflecting the business’s shift toward pizza as its core offering. Outcome: The refreshed identity helped reposition the business and establish a distinctive, cohesive visual presence across packaging, merchandise, and digital channels.