The main goal of Baru’s creation was redesigning the former brand Bits of Love, the owner’s previous brand of made to order cakes, that became a creative bakery/cafe with the new design. Baru’s corporative identity was created to demonstrate its innovative and expressive personality, highlighting experience as a key element in consumption process. The brand provides a direct, autonomous and spontaneous statement. The brand was composed with the sketch of every single letter, instead of using an existing typography, bringing its own and exclusive personality, reflecting the brand’s positioning.