Computer Arts - - Showcase - SELECTOLOGIE by The Bak­ery www.made­bythe­bak­

The own­ers of a new shoe bou­tique in Moscow wanted to fo­cus on ex­clu­sive goods and a per­sonal ap­proach to cus­tomer ser­vice, and so tasked The Bak­ery with creating a name and iden­tity to re­flect that. Led by art di­rec­tor Anna Kh­melevskaya, The Bak­ery en­vi­sioned a shop that was so good, the peo­ple who went there would want to keep it a secret, only telling their clos­est friends – like a secret so­ci­ety.

“We chose to use ci­phers in most com­mu­ni­ca­tions to sup­port the idea of codes and sign lan­guage in secret so­ci­eties,” says Kh­melevskaya. The word searchin­spired type is sim­ple and leg­i­ble, and en­ables cus­tomers to en­gage with printed ma­te­ri­als by cross­ing out dif­fer­ent words.

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