The Green Oven is a vegan bakery concept built around sustainability and handmade local produce. I created this as a personal project to explore how a small high-street business could build a genuinely distinctive identity.

The strategy was about restraint. By stripping things back and letting the quality of the product speak, the brand could feel confident and considered rather than trying too hard to signal its values.

The visual identity pairs organic typography with earthy textures and a minimal colour palette, simple enough to feel honest, refined enough to stand out on a busy high street. Every element was designed to work across various touchpoints, giving the brand the flexibility a real business would need to grow.

The result is a concept that shows sustainability and good design aren't at odds and a small independent can look just as compelling as any bigger brand, without losing what makes it personal.