Branding by Studio Millie signifies the move from NYC to LA for a Pastry Shop created by Michelin Star Chefs [Video]

Context

Dōmi (short for do-ray-mi) was created in New York by 2 Michelin star pastry chefs who wanted tocreate pastries that would remind them of their travels and childhood memories. They reached out to us for a refreshed brand identity in preparation for their move to sunny LA. We wanted to create a brand that was reminiscent of the cool tones and their roots in New York City yet balanced with the purple and orange sunsets of California. The goal was to make this brand feel at home no matter where it lands. 

Methodology

The biggest challenge was making this brand feel ‘complete’. During our kick-off discovery session, we found that the client liked things simple… Suuuper simple. Being a team that loves to think outside the box, we tried to find ways to insert little bits of fun into the brand. We knew we wanted to incorporate ‘rays’ of sunlight, so we …