Flaky, a plant-based Jamaican patty shop, is set to bring vibrant flavors and a delightfully quirky identity to East London. Founded by singer-songwriter Denai Moore, Flaky aims to capture the essence and nostalgia of Jamaican patty shops through its vibrant branding. The rebrand features charming illustrated characters, uplifting palettes, and irregular lettering. Let’s explore the creative process behind Flaky’s identity and the playful elements that make it stand out.
Evoking Joy and Nostalgia
From the outset, Flaky’s branding was intended to evoke a strong sense of joy and capture the essence of Denai Moore’s childhood memories of Jamaican patty shops. The designer, Jess Joy, aimed to play on the idea of being ‘flaky’, which became the foundation for building the wordmark. The irregular lettering in the wordmark was inspired by the shapes and sizes found in food, while also embracing the definition of flaky as someone who is ‘off beat and doesn’t function like everyone else’. Through sketching and experimentation, the designer landed on a unique and impactful design that could be adapted across various formats.
Illustrated Characters and Playful Elements
Flaky’s identity goes beyond the wordmark, incorporating charming illustrated characters based on patties with legs and facial features. These characters showcase different personalities, such as the sassy flaky, the confident flaky, and the introvert flaky. Some characters even sport mini booties or a beret, adding to the whimsical nature of the brand. The playful elements extend to the interactive identities of the characters, with each having its own evolving personality. Also, the lack of hierarchy and the interactions between the letters in the wordmark reinforce a friendly sense of naivety and playfulness, reminiscent of retro games and comic books.
Final Thoughts
Flaky’s vibrant branding and delightfully quirky identity bring a sense of joy and nostalgia to the East London food scene. Designed by Jess Joy, the irregular lettering in the wordmark and the charming illustrated characters capture the essence of Jamaican patty shops and the playful spirit of the brand. As Flaky prepares to launch at Dalston Yard, its vibrant rebrand promises a unique and uplifting experience for patty enthusiasts. Get ready to indulge in the flavors of Flaky and embrace the playful charm of its identity.
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