creative direction, brand strategy, positioning, naming, brand identity, packaging, marketing assets, interior consulting, styling

 
 

Banker turned baker, Umber Ahmad was in a position to build a bakery with the support of famed restauranteur Tom Colicchio. She had a killer cake recipe, a brilliant entrepreneurial mind, and all the ingredients for a uniquely branded opportunity. 

Knowing she’d launch within an oversaturated market, it was necessary that I start this project with an in-depth competitive analysis to act as a jumping off point for brand positioning, naming strategy, brand identity, packaging as well as concept, consulting and styling for interior design.

*photography by Stephen Kent Johnson + Vanessa Rees

 
mah ze dahr 4.jpg
In Urdu, the word mazedar describes the taste essence of food, its flavor, and magic that make it delicious. This one word captures the life of a taste experience, unique to each person but cohesive in its stories. It represents something that one cannot describe but wants to experience over and over again.

In Urdu, the word mazedar describes the taste essence of food, its flavor, and magic that make it delicious. This one word captures the life of a taste experience, unique to each person but cohesive in its stories. It represents something that one cannot describe but wants to experience over and over again.