Ciabatta
A bakery and kitchen brand built around a mascot that changes its mind.
Ciabatta bread is one of the most popular Italian breads, known for its soft interior and crisp golden crust. What makes it unique is its airy texture — a light, tender crumb behind a crust that stays fragrant and crisp.
The identity begins with a mascot: an abstract face, a few lines and dots, able to shift between joy, surprise and mischief. It became the soul of the brand and the constant across a year of campaigns, guest chef collaborations, packaging and seasonal work.
Built on Contrast
Soft and airy on the inside, crisp and golden on the outside — Ciabatta built its identity around contrast.
That contrast became the starting point for the visual language: something warm and playful, but still clean and considered. The challenge was to create a character-driven identity that could stand out across packaging, social media and every other brand touchpoint.
A Face, Not Just a Mark
The identity begins with a face rather than a traditional wordmark. The mascot was built from a small set of expressive lines and dots, allowing it to move between joy, surprise and delight while keeping its recognisable shape.
For a food brand competing for attention both on the shelf and across social media, the goal was to create more than a logo. The mascot gives the brand a character that can carry personality across different formats and situations.
The construction stays deliberately minimal. A handful of lines and dots make the character easy to recognise at any size while giving it enough flexibility to express different emotions.
The combination of curved and angular lines keeps the tone warm and curious rather than corporate — playful enough to be memorable, but considered enough to feel like a contemporary product.
One Character, Many Formats
The mascot's visual language extends across the brand's different touchpoints, from social media and packaging to stickers and recruitment content.
Each application follows the same visual rhythm, allowing the character to change context without losing its identity.
The Spotify covers mix nostalgic black and white music imagery with modern, colourful discs marked by minimal icons. Each design represents a genre in a simple, fresh way, creating a clean visual link between classic music culture and today's digital vibe.
Here, consistency is not about making everything look the same. It is about creating a clear set of visual rules that keeps the brand recognisable wherever it appears.
Guest Chef Ba Sharaf
Ba Sharaf introduces a more personal and elevated expression within the Ciabatta system.
Warm kitchen photography is paired with black-and-gold design to create a visual language that feels intimate and refined, reflecting the individual character of the guest chef rather than the everyday tone of Ciabatta.
Photography, menu and cover were designed as parts of the same story. The cassette-style cover adds a nostalgic touch, while the clean, structured menu brings clarity and balance. The result sits between warmth and personality on one side, and order and elegance on the other.
Guest Chef Ba Banoo
Where Ba Sharaf leans into contrast, Ba Banoo takes a calmer approach.
Soft typography, light backgrounds and restrained colour grading create a more relaxed and inviting atmosphere, giving the chef a distinct presence while remaining within the larger Ciabatta system.
Subtle grids keep the layouts structured without making them feel rigid, allowing the food photography to remain the main visual focus. The nostalgic cover and minimal menu continue this approach, creating a friendly and cohesive experience from chef to menu.
A More Personal Expression
For the Back to School campaign the identity moves away from its mascot-driven core and takes on a more personal tone.
A tilted childhood photograph, soft colours and minimal line graphics reference old notebooks and the feeling of starting a new school year. Rather than focusing directly on the product, the campaign uses nostalgia as its main point of connection.
The Instagram set translates the campaign into a social format while keeping the visual language of the original posters. Green typography, a floral graphic element and close-up food photography create a clear and recognisable structure, while the soft palette keeps the compositions light and approachable.
The result is a campaign that expands the Ciabatta identity without losing its personality — a different visual language, still part of the same brand world.
Here, consistency is not about making everything look the same. It is about creating a clear set of visual rules that keeps the brand recognisable wherever it appears.