SALTZ BAKES
Daily Artisan:
Where Sweetness Finds Its Edge
Where Sweetness Finds Its Edge
Project type: concept study
Strategy, Branding Identity, Collaterals
Strategy & Creative Direction
Miranty Annisareta
2025
A speculative identity system exploring how artisan bakeries can move beyond the "minimalist beige" trend to claim a bolder, more expressive space.
Where Sweetness Finds its Edge
In the vibrant landscape of Pererenan, Bali, the dominant bakery aesthetic leans into soft neutrals and rustic woods. While this language of comfort is established, Saltz explores a counter-narrative found in its signature ingredient: Garam Kusamba.
Handcrafted by salt farmers in Desa Klungkung, this traditional sea salt possesses a jagged, crystallized character and mineral-rich aroma. This raw character became the foundation for the design guideline.
The identity proposes a sharper, more textured vocabulary, challenging the convention that sweetness requires a soft presentation.
Raw, Textured Contrast
This striking contrast is reflected in SALTZ's design language, which is bold, tactile, yet refined. The grain and texture seen in sea salt crystals serve as a direct inspiration for the photographic style. This aesthetic causes visual friction and presents the bakes as raw, high-contrast workmanship.
An Artist's Signature
The primary wordmark was developed to mimic an artist's signature: fluid, personal, and solid. It acts as a stamp of quality, implying that every baked goods is "signed" by the baker.
Built on Duality
The color scheme is a contrast between the sea and salty roots represented by Coastal Blue and the rich pastries evoked by Butter Yellow.
