Josephine, the Baker.
A bold choice of name served as the strategic foundation for a new brand identity that would ring true to her roots and give a swinging take on the quality offerings of the famed Stockholm pâtissière, telling a refined visual story of complexity and elegance.
World-renowned dancer Baker led a rich life and became an iconic symbol of the années folles in Paris, living an extraordinary life as her most authentic self.
When star pâtissière presented herself as ‘Josephine, the Baker’, the name stuck. From that moment on, we knew exactly how to translate her story into a timeless new identity across all touchpoints.
Sleek and sophisticated with bespoke, measured typography, the JB monogram is a proud symbol and seal of approval. It flaunts its boulevard café influences and pays homage to the heritage of true baking and the art of fine confectionery, confidently elevating the bakery into a league of its own.
Brand Strategy, Naming & Storytelling, Logotype Design, Visual Identity, Packaging Design, Interior Design, Retail Design.
Professional and reliable.
Smith’s team has been professional, timely, and dependable from the first consultation to the final delivery. We love their meticulous approach to design, ensuring that every aspect of a project is thoughtfully executed. We’ve since called upon Smith in all our branding endeavours.
Josephine Eriksson, Co-founder and Pâtissière Chef
