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SELKIES

Building a bakery inspired by travel and myth

Food n Beverages

Bakery

Selkies was envisioned as a bakery that brings desserts from around the world into one space. The challenge was to create a brand that could hold together different cultures, flavours, and stories, while still feeling cohesive, inviting, and easy to connect with.

SYSTEMS

identity

Brand Revamp

Logo Design
Package Design

experience

Graphic Design

Social Assets

Selkies bakery logo design with an illustrated selkie character in royal blue and pink
Selkies bakery packaging: illustrated pastry box filled with mini fruit tarts
Selkies brand colour palette: royal blue #2A469C, pastel pink #F7BACE and white
Selkies dessert café storefront sign with the selkie character logo

The challenge wasn’t just to make the brand look playful, it was to make it feel meaningful. With so many global influences, the identity needed to balance curiosity and clarity, ensuring it never felt scattered or gimmicky. The system had to hold together storytelling, products, and experience in a way that feels natural.

Illustrated Selkies bakery wrapping paper with world landmarks and ships
Selkies printed bakery box with cream buns

We built the brand around a central idea, a character that travels, collects, and brings stories back. This allowed the identity to move beyond a static logo into something more expressive, where every touchpoint could carry a sense of discovery and familiarity at the same time.

Selkies dessert menu cards: New York strawberry cheesecake, Sydney rainbow cake roll, Tokyo matcha cream bun
Selkies “Bakes and Beyond Tour” boarding pass brand collateral on pink gingham
Selkies bakery social media post designs featuring desserts and brand illustrations
RESULTS

The selkie folklore identity carried through from packaging to the storefront - sequencing, interior wall concepts, and moodboard direction all built around the same world. Selkies brought OEK back for a second engagement, now underway, extending the identity into their café's retail design.

35%

INCREASE IN WEBSITE TRAFFIC

35%

INCREASE IN WEBSITE TRAFFIC

35%

INCREASE IN WEBSITE TRAFFIC

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