As part of my work at ARK Visual, under the creative direction of Hagar Erez, I contributed to the rebranding of Pâte&Puff, a growing Tel Aviv bakery specializing in handmade pastries. The project spanned the development of a brand story, logo refinement, packaging, and signage - crafted to reflect the bakery’s upscale yet approachable character. The resulting identity balances everyday warmth with sophistication, giving Pâte&Puff a timeless presence that resonates with its community while leaving room for seasonal expression. All rights reserved to Hagar Erez Ltd. Photography: Sivan Roshianu. Illustrations: Hadar Baruch