Singer-songwriter Denai Moore transforms the traditional pasty shop branding with Flaky, her Jamaican patty shop in East London, featuring a bright, bold, and playful identity.
Flaky's branding by Jess Joy celebrates odd quirks and eccentricities, with a modular logotype and irregular typography reflecting culinary ingredient diversity and the unconventional 'flaky' concept.
Flaky incorporates quirky anthropomorphised patty character illustrations symbolizing non-conformity and contradiction, aligning with Moore's deviation from convention across her projects.
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