Eddie’s Bakehouse · Self-initiated brand & motion study

A bakehouse identity designed to roll into different forms.

A self-initiated brand study exploring how one recognisable physical behaviour can connect identity, web concepts and motion without turning every application into the same composition.

Role

Brand & Motion Designer

Scope

Identity · Art Direction · Web concepts · Motion

Status

Ongoing exploration

Eddie’s Bakehouse primary identity mark.
Roll
Reveal
Settle

Identity system · interactive study

Four expressions, one recognisable core.

Switch between expressions to see the identity and surrounding environment resolve together without changing the underlying mark.

PrimarySoftBoldGrounded
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System principle

One physical action becomes a visual rule.

The rolling pin is more than a logo cue. Its movement provides a simple behavioural rule that can guide transitions, reveals and layout changes while still letting each application do its own job.

01 · Motion cue

Roll

Movement borrows from the physical action of a rolling pin, giving the identity a behaviour linked directly to the subject.

02 · Transition

Reveal

Masks and transitions can follow that movement to introduce information instead of relying on unrelated wipes or decorative effects.

03 · Resolution

Settle

After the reveal, elements resolve into clear static compositions so motion supports the message rather than competing with it.

Principle in practice

The roll-and-reveal idea becomes an information behaviour.

Two lower-third studies apply the same sequence at different proportions. Movement establishes direction, reveals the message, then resolves into a stable reading state.

Wide lower third

Soft expression · 1:1 study

Play

Stacked lower third

Grounded expression · 1:1 study

Play

From identity to composition

One system, tested across very different proportions.

The same identity, palette and illustration language can hold together a wide interface composition and a vertical social treatment while the hierarchy adapts to the space available.

Eddie’s Bakehouse desktop homepage hero concept using warm bakery illustrations and a rolling pin as the main visual anchor.
Desktop hero conceptWide interface
Eddie’s Bakehouse vertical homepage concept with stacked typography, bakery illustrations and an oversized rolling pin.
Vertical compositionSocial study

Supporting palette

Same identity · recognisable core
Same palette · consistent tonal logic
Different hierarchy · composition adapts

From brand to content

Giving the identity something useful to say.

A recipe series gives the identity a repeatable role beyond promotion, using consistent framing to support different dishes, titles and information densities.

Eddie’s Bakehouse social recipe design for Lemon & Blueberry Loaf, combining food photography with ingredients and baking directions.
01 · Lemon & Blueberry Loaf
Eddie’s Bakehouse social recipe design for Chocolate Hazelnut Brownies, combining food photography with ingredients and baking directions.
02 · Chocolate Hazelnut Brownies
Eddie’s Bakehouse social recipe design for Raspberry Almond Tart, combining food photography with ingredients and baking directions.
03 · Raspberry Almond Tart
Repeatable format · built as a series
Flexible content · different titles and list lengths
Consistent identity · recognisable across variations