Brand Identity
Packaging

Pop culture trends shape our everyday choices, from what we buy to how we dress and talk, and help us connect with others. Design movements, such as Art Deco in the 1920s, Mid-century Modern in the 1950s, and Psychedelic in the 1960s, encapsulate their respective eras' cultural and social influences.

I started with a sketch inspired by the blues and pinks of mid-century design. I also thought about how this package might look on a store shelf and stand out from all the other packages right next to this product.

The result was a series of pasta boxes with the qualities of mid-century design. I wanted to capture the simplicity, clean lines, geometric shapes, bold san serifs, and vibrant pastels of the era's design style.

Martha’s Country Bakery is an Italian family owned local dessert bakery with five locations standing across Queens and Brooklyn. The bakery was founded with an everlasting goal of providing customers with classic American baked goods in a warm, friendly atmosphere.

Their site serves to inform customers of their five locations, brand story, the food they serve, offer career opportunities at their bakeries, and is used as a waitlist for a table.

Martha’s current website lacks information hierarchy, has issues with redundancy, and is overcrowded with outdated content.

The goal of the site redesign is to freshen their visuals and information, and restructure the information architecture, which will bring clarity and easier navigation for their future customers.

Hand-drawn illustrations to give
the feeling of a cozy quaint little bakery.

Navigate to one of the bakery’s location page to view their address, store hours, and shop updates.

Martha uses their site as a in-person table waitlist so OpenTable is only available on the mobile version.

The career screen offers prospective staff a chance to join the team by viewing bakery positions and submitting their resume. Only available positions at specific bakeries would be listed.

From the menu screen, navigate to the Desserts or Espresso Bar to view all the sweets and refreshments the bakery has to offer. Use the slider under each section to browse the items.