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Artworks
dou dou
Koyuki Inagaki / JapanFurther images
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DFA Design for Asia Awards 2025 l Gold Award l Communication Design | Identity & Branding
Soft Geometry
Drawn from the quiet poetry of dough, the visual identity for dou dou bakery café is built on ovals—those imperfect, yielding shapes that speak of touch and handcraft. Each curve is slightly irregular, sketched in soft, unaligned lines that resist mechanical precision. This deliberate looseness became a design rule: no straight lines, no rigid alignment, no loud perfection. Instead, the graphics breathe with the same warmth and ease as freshly baked bread. Custom hand-lettering merges text and image, forming a logo that feels more like a friendly mark than a signboard. Across packaging, signage, and coffee bags, the motif of dough-like ovals repeats with quiet variation, while rough-edged business cards echo the cement walls of the café. Minimal colour and straightforward print methods—necessitated by long-distance production—enhance its unforced charm. The result feels tactile and human: a brand shaped not by grids, but by the rhythm of everyday life.
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