This statement is the heart of the identity. We find it through thorough research into the business and the category, and use it to build the whole brand around it.
"BASK. is an on-the-go patisserie that offers a unique take on Basque cheesecake. We are inspired by the magic that happens when contrasting concepts are combined: east and west, modern and classic, over and undercooked. We are here to provide a dessert experience as complex and sophisticated as it is accessible."
The brand persona is an essential aspects of the identity. It will set the ground for the visual identity, determine the content's tone, marketing efforts and even their service/product experience. It also makes the brand relatable and appealing to their target market.
The elegance in Simplicity
After our initial research, we learned that Basque culture is known for its simplicity and practical approach to life, and their world-renowned design is all about clean lines and monochrome colors. Japanese culture is also notorious for its minimalist approach to all aspects of life. Basque cheesecake is a simple dessert. It's made with few ingredients, doesn’t even have toppings, and looks plain. However, its flavors and textures are complex and sophisticated.
Aside from the notion of simple elegance, there was another concept we felt inspired by: contrast. The fusion of east and west (Japan and Basque cultures) and the coexistence of burnt and undercooked proper to this cheesecake, demonstrate that things that seem like opposites can sometimes complement each other. We were very inspired by this and wanted to include it in our identity.
Bask’s visual identity is all about elegant simplicity, contrast & allure. We came up with the idea of a “new colonial” style, using classic European references intertwined with minimalist Basque and Japanese styles. We chose key elements of their cultures and traditions. Our inspirations were the Basque beret and alphabet, tropical landscapes, and colonial-era imagery.
This whimsical illustration shows a European man from the colonial era seducing a lady with a slice of Basque cheesecake. We felt that it matched the brand's identity and could work as part of a series of illustration that explored other scenes featuring Japanese, Indonesian and European characters.
Both the brand website and social media proposals enabled us to explore our identity further and play with our visual identity elements. We used tempting descriptions of the cake and playful texts to counterbalance the sober and elegant visual identity we created.