Salwa’s baking haven, from Lebanon to London
Salwa, a self-made entrepreneur, hails from Saida, Lebanon, but has found her baking haven in London. Her passion for baking ignited early on, and she refined her skills through workshops with renowned chefs. Salwa's commitment to her craft shines through her delectable creations. Salwa's bakery embodies perseverance, hard work, and a profound love for baking.
Our approach focused on abstraction rather than direct reference. Drawing from the structural logic of Levantine geometry — repetition, proportion, and modularity — we developed a restrained visual system built from precise shapes that echo the scale and refinement of mignardises. Typography, color, and composition were treated as structural elements, supporting clarity and rhythm without overpowering the product. Conceived as a flexible system, the identity adapts across applications while maintaining coherence, with design and production considered together to ensure material consistency and durability.
The primary challenge was to express cultural origin without resorting to literal or nostalgic cues, while creating an identity that felt contemporary, confident, and seamlessly integrated into a competitive London context.
Scope of work
