// FEATURED PROJECT
Shoey’s Bakery – South West Rocks
Brand Refresh for a Coastal Icon
Overview:
We had the pleasure of rebranding Shoey’s Bakery, a beloved family-run bakery in the heart of South West Rocks. Known for its fresh baked goods and friendly charm, Shoey’s is a true local favourite with a nostalgic feel and a strong community following.
The goal of the rebrand was to capture that signature fun, coastal personality while refreshing the brand for a new generation of customers, including a growing wave of tourists visiting the region.
The Design Approach:
We created a playful, memorable identity that celebrates Shoey’s legacy while introducing a clean, modern look. The new logo features a cheerful donut character, adding personality and approachability while paying tribute to one of their signature products.
Colour, typography and layout were all carefully chosen to reflect the relaxed beach-town vibe, and subtle nods to the original brand help retain recognition and loyalty from locals who’ve grown up visiting the bakery.
Deliverables:
Brand strategy & logo refresh
Illustrated mascot
Colour palette and typography
Brand assets and usage guide
Shop signage
The Result:
Shoey’s now has a brand that feels fresh and fun while staying true to its roots. It connects with loyal locals and draws in new visitors with a visual identity that’s welcoming, coastal and unmistakably Shoey’s.
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