AGENCY • Laura Hashem

Baek

A curated visual identity showcase and design retrospective for Baek.

About

Baek is a contemporary Korean bakery identity exploring the relationship between baking, tradition, and time.

Traditional Korean pastries and bakery elements are reimagined as the markers of a hand-drawn clock face, turning time into a visual metaphor for the baking process.

The custom hand-drawn logotype carries the concept further, with the K subtly shaped to echo the visual structure of Korean Hangul characters, bringing a Korean reference directly into the lettering itself.

A warm, minimal visual system completes an identity that feels crafted, playful, and contemporary.

Collaborators

Client Laura Hashem

With Laura Hashem

Agency Laura Hashem

Discipline branding, logo-design, visual-identity

Year 2026

Project Links

@lauraahashem ↗

Illustrator .AI Vector Verified

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