Ella Daniels

Mike’s Pastry is a beloved Italian pastry shop located in the historic North End district of Boston. They are known for their world-famous cannolis and classic pastries. The aim of this imagined redesign was to modernize the look of the branding and packaging while honoring the iconic and historical look and feel and the rich history that it carries. From this, a cohesive system that feels fresh and contemporary without losing the nostalgic spirit that locals and visitors alike associate with Mike’s Pastry.
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INSIGHT
The core message was to balance hertiage with fresh style. To achieve this balance, ricotta, a main ingredient in their signature cannoli, was used as a main texture. Through this visual language of macro-photography ricotta filling, consumers could experience the texture of freshness.

TARGET AUDIENCE
Bostonians, tourists, and pastry enthusiasts.

DELIVERABLES
New logo and brand identity, packaging system (three box sizes and a bag), pastry parchment, and takeaway menus.

Here is the design process behind the logo and packaging: