White is a niche, vegetarian dessert venture. The typographic identity was developed with a subtle play to reveal a hidden ‘V’ to reflect the brand’s vision of creating delicious baked goods on par with other patisseries, just that they happen to be vegetarian.

A distinctive visual language, using an assortment of geometric patterns, a strong colour story and a playful tone of voice was created and to bring together the various touch points of the brand.