fresh looks for dj ky

MERCH & BRAND COLLATORAL

Your Daily Dose of Family Flavor

DJ Ky Bakery is a Viet-French-Indochinese bakery that brings together the best of bold, delicious flavors with a fun and family-oriented atmosphere. During my internship at Ten19 Studio, I had the opportunity to work on creating merchandise and brand collateral for this exciting new bakery. The design features the bakery's signature colors, green and pink, and captures the vibrant, playful spirit that reflects their values of family and community.

Role

Graphic Design Intern

Tools

Photoshop, Illustrator, InDesign, Procreate, Canva

Deliverables

Merch design, brand collateral, & signage design

Goal

To create bold, fun, and cohesive brand collateral and merchandise that reflect DJ Ky Bakery’s vibrant Viet-French-Indochinese fusion and family-oriented values, helping establish a strong visual identity for the bakery.

Objective

To design eye-catching merchandise and brand materials that communicate the bakery's playful and welcoming atmosphere, using the bakery’s signature colors—green and pink—while staying true to its cultural roots and family values.

Target Audience

Young professionals, families, and food enthusiasts who appreciate fusion cuisine and are looking for a fun, fresh, and unique bakery experience. The audience values creativity, cultural diversity, and bold flavors, and is attracted to vibrant and playful design.

The Inspiration

The inspiration for DJ Ky Bakery’s branding came from its vibrant fusion of Viet-French-Indochinese flavors and its family-oriented values. The bold green and pink color palette embodies the bakery’s fun, energetic vibe. The diamond pattern was inspired by an old design from Ten19 Studio’s founder, Meng Ke. We also drew inspiration from branding with bold typography and vibrant color palettes, creating a visual identity that’s both playful and memorable

The Guidelines

For this project, I was provided with the DJ Ky Brand Folder, which included three variations of the logo, the primary colors (green and pink), and two typefaces: Capitol and Calder. These elements formed the foundation of the brand’s visual identity. I was encouraged to experiment with additional colors to complement the green and pink, expanding the palette to create a fun, vibrant, and cohesive look across all designs. The challenge was to maintain the bakery’s bold and playful spirit while staying within the brand’s guidelines and enhancing its unique identity.

Initial Concepts

To start, I experimented with the diamond pattern, exploring ways to reposition and create new designs by shifting the diamonds around. I also sought inspiration from Viet-French patterns to incorporate cultural elements into the design. I also added a cream color to use as a base to compliment the vibrant green and pink.

After presenting my ideas, it was decided that the diamond pattern should remain as originally designed—four diamonds in a row—without any further manipulation. This decision helped maintain the clean, structured look that was central to the brand's identity, while still allowing for creativity in other design elements.

More Drafts

As we worked through the design, we found ourselves drawn to the inverted border concept. I created additional drafts to refine this idea, first perfecting it in the business card design. From there, I extended it into other elements, like the menu, to create a cohesive and polished look across the brand.

As the project progressed, I expanded the designs by diving into more merch ideas and exploring potential billboard concepts to amplify the brand's visibility. I also began creating social media drafts, ensuring the designs translated well across different platforms and maintained a consistent, impactful presence.

CHALLENGE:

One challenge I faced was incorporating additional colors into the palette. We experimented with a few ideas, but the green and pink were so vibrant and distinctive that adding more felt unnecessary. In the end, we decided to keep the focus on those two primary colors, with the cream color as a secondary, to maintain a bold and cohesive look.