GumChoux Bakery (Typography)
Originally the bakery was going to be called Curious Confectionaries. All because I’m a big fan of alliterations. It then changed to “Gumshoe” inspired by what old detectives were called. Originating from the rubber soles on their shoes. That of course evolved into “GumChoux” Choux as in the French puffed pastry.
Logo
“Gum” Rockwell Regular “Choux” Courier New Regular. A thick and thin style with serifs felt perfect for a mystery brand. It combines old school typewriter font with an old detective file header. The “o” in Choux is perfectly round and coincidentally so is a Choux pastry.
Packaging
A word search was my first idea to make takeout a lot more fun. It combines a “seek and find” activity and advertising for the bakery. All of the items on the menu are hidden in the word search.
Packaging
The smaller brown boxes are single-serve cupcake boxes. The nutrition facts are also presented clearly. The design is inspired by a spiral notebook.
Menu
This is a type-based project, so of course, I thought of ransom note headings. I’m sure I’ve used every font available in the Adobe package, but piecing together each letter was worth it in the final product. Less is more with such an in your face copy design. My personal favorite is the cookie names “Arch, Loop, and Whirl” which are the three common types of fingerprints.