Baek

Baek is a new Korean bakery built around a simple idea: turning the meaning of its name into a visual language. “Baek” means “white” in Korean, which became the starting point for an airy palette of whites and blues accents. Rather than relying on familiar Korean visual clichés, I chose to reinterpret simple cultural symbols through a contemporary lens. The identity is built around blur and the cherry blossom. The blossom becomes a recognizable brand element without feeling overly literal, while the blurred visuals add a more atmospheric and modern character to the system. I also extended the identity into the packaging. The sakura-shaped cookies come in custom-shaped boxes that mirror the product itself, making the packaging more playful and recognizable. This turns a simple packaging solution into another touchpoint of the brand.