Friends and Family is a beloved Los Angeles bakery specializing in whole grain baking and California cuisine.
Friends and Family is a beloved Los Angeles bakery specializing in whole grain baking and California cuisine.
During our early exploratory work, we landed on a direction that Roxana Jullapat (owner and head baker) deemed LA Happy. She described the experience she hopes for all who visit Friends and Family: “you should leave here feeling LA Happy-meaning you had bright, tasty food, a baked good that surprised you, but still found something familiar and comforting.”
We created a warm and friendly logo to fit the mood. The secondary mark more prominently features the ampersand which is central to the bakery’s ethos and identity. It takes the bakers & chefs & farmers & millers (& on!) to create the magic behind their revered pastry case.
The bakery produces all of its breads, pastries, and packaged goods in-house, so we created labels and stamps for the staff to use flexibly and interchangeably.
Just a few of the (whole grain) bakers of Friends & Family.
We extended Friends and Family's identity to a suite of digital and physical collateral. The collateral is in keeping with the brand's friendly ethos, highlighting the bakery's commitment to artisanship and quality ingredients whenever possible.
Friends & Family’s proudly uses locally sourced, heirloom grains in all their baked goods.
The signature "Roxana crimp."
