A pastry brand in Los Angeles specialising in Gavar and Artsakh pakhlava, two regional Armenian recipes.
Pakhlava Bliss is a pastry brand in Los Angeles specialising in Gavar and Artsakh pakhlava, two regional Armenian recipes. I designed the logo, the brand identity and the packaging.
The brand had to feel homemade and premium at the same time, and stand out next to generic bakery boxes. Olive green, warm apricot and cream come straight from pistachio, honey and pastry.
Pakhlava is cut into diamonds on a diagonal. The H of the name follows the same cut: two layered strips of pastry turned to 45 degrees, with a single diamond piece in the middle.
Rotating the letter keeps the word readable, while the mark works on its own as a stamp, a sticker or a pattern.
Both strips and the diamond sit at exactly 45 degrees.
The diamond marks the centre of the cap height and of the gap.
The strips mirror each other around the diamond, with equal space g to K and L.
“bliss” in apricot, aligned to the right edge of LAVA.
Vast XXXL Black. An ultra-wide black grotesque with tiny slit counters. It gives the wordmark its heavy, stamped look, like letters pressed into pastry.
Syne ExtraBold. A free, wide companion with the same stance, used for headlines and package titles where the logo face is too heavy.
Oswald. Info. DM Sans. Body.
Repeating the mark builds a pattern that looks like a freshly cut tray. It runs down the side of the bag and around the tray sleeves.
Carrier bags, a stand-up pouch for each recipe and a gift box. Olive ink on kraft paper keeps it natural, with the diamond pattern as the finishing touch.
Thin layers, honey syrup and crushed nuts, cut into diamonds and packed fresh.
Posts reuse the mark, the stamp and the condensed labels, so every post feels like part of the same box.
See the next project, the original on Behance, or get in touch.