Brand Identity/ Website Design /Illustrations
Where Goa Meets Fresh Bread
The Big Picture
Little Pão House needed a culturally rooted identity that connects with Goans. We combined warm coastal colors, playful illustrations, and local storytelling to balance tradition with a fresh, modern look—celebrating Goan pride and the joy of fresh-baked comfort.
Project Type
Group Project
Role
Visual Designer + UX Designer
Timeline
December 2024 -January 2025
Tools
Photoshop, Illustrator, Figma
What do our users need?
Our users need easy access to fresh, authentic Goan breads and desserts, along with a brand that celebrates local tradition. They look for convenience, trust, and flavors that feel like home.
My objective :
Preserve Tradition:
Celebrate and promote Goa’s unique bread-making heritage.
Enhance Accessibility:
Make fresh, authentic Goan bakery products easily available to locals and tourists.
Build Brand Connection:
Create a friendly identity that evokes warmth, nostalgia, and trust.
Engage Digitally:
Use modern digital platforms to reach and interact with a wider audience.
Target Audience
Goan locals and tourists looking for fresh, authentic bakery products that reflect Goa’s flavors and traditions, while offering convenience and a friendly, modern experience.
18-45 years
As visitors in Goa, we instantly noticed how bread is woven into everyday life — its aroma, its presence in every neighborhood bakery. Yet, despite its cultural importance, this tradition is fading. Younger generations are stepping away, and modern alternatives are replacing authentic Goan baking. A cherished heritage is at risk of being forgotten.
Solution
A Slice of Goa
Goa’s bread isn’t just food — it’s a living piece of history.
As traditional bakers decline and hidden stories fade, we rise to preserve what makes Goa unique: its warmth, simplicity, and cultural pride.
1. Discover
How can we create a playful, memorable brand identity that celebrates Goan culture while appealing to modern audiences?
“I realized pao in Goa is more than bread — it’s comfort and culture. Using playful characters like the bebinca cat helped me bring warmth and personality to the brand, showing how visual storytelling can make everyday food feel iconic.”
As we mapped the stakeholders, we uncovered a vibrant network — local bakers, Goan families, tourists, café owners, delivery partners, and festival communities.
“Okay, so mapping these stakeholders made me realize that Little Pao House isn’t just serving bread- it's connected to a whole ecosystem of families, tourists, cafés, suppliers, and cultural communities. "
Visual & Cultural Audit
x 8 types of breads
This map highlights how Goa’s identity is shaped by food, culture, tourism, and local crafts, giving a holistic view of the region’s visual language. The bakery section shows the diversity of Goan breads and sweets, reinforcing how central baked goods are to daily life. Elements like cashews, kokum, feni, and traditional instruments reveal the cultural richness that influences local aesthetics. Handicrafts, azulejos tiles, and flea-market goods showcase textures and motifs that inspired the visual direction for Little Pao House.
“Okay, so mapping all these elements made me realize that bread in Goa exists inside a much bigger cultural ecosystem. It’s not just a product—it's connected to festivals, crafts, markets, and memories."
“I realised the market isn’t lacking bread — it’s lacking a brand that feels warm, authentic, and playfully Goan. That became the space Little Pao House could own.”
Moodboard
A visual exploration of Goa’s warmth, bakery textures, and playful character styles that shaped the brand’s direction.
This made me realize that our ideal customer isn’t choosing between tradition and novelty — they want both. The brand needs to honour Goan heritage while adding a playful, modern charm that keeps it exciting and relevant.
A voice that blends Goan simplicity with light-hearted charm, making the brand feel approachable and joyful.
Our Campaign Strategy
Social Media Marketing
Platforms like Instagram and Facebook to engage with your audience, share visuals, and create a community around the brand.
Local Marketing
Using local influencers, posters, and flyers to reach customers in the surrounding area and drive foot traffic to the bakery.
Email Marketing
Building relationships with customers through newsletters, seasonal promotions, and product updates to encourage repeat visits and foster loyalty.
Collaboration & Event Marketing
Partnering with cafés, local artists, or cultural festivals to host pop-ups, or themed launches, helping the brand gain visibility and connect with the Goan community.
"I realised that our brand needs both digital buzz and strong local presence — one drives excitement, the other builds real community."
2. Empathise
Diving into user motivations, behaviours, and expectations.
Based on the research insights, the focus shifted to understanding what customers value in a Goan bakery experience — the emotional comfort of tradition, the joy of playful visuals, and the desire for a brand that feels both familiar and refreshingly modern.
How might we create a bakery brand that feels both culturally rooted and creatively fresh for modern customers?
3. Ideate
Exploring visual possibilities and brand directions.
4. Prototype
Transforming ideas into tangible brand assets.
Local Marketing Assets
Content Design
Reflection and Next Steps
Creating the menu and Instagram posts helped me see how the brand comes alive across touchpoints. Next, I aim to refine these assets further and explore more playful ways to extend the visual identity.
What I Learned:
Understood the importance of balancing authenticity with creativity to appeal to both locals and modern, younger audiences.
Learned how cultural context, local traditions, and everyday behaviors shape the identity of a regional brand.
Realized how moodboards, archetypes, and visual audits can guide a consistent and meaningful brand direction.
Next Steps:
Test the prototype with real users to gather feedback and refine interactions.
Explore additional low-tech and high-tech combinations for broader accessibility.
Develop a more detailed design system to maintain consistency across all touchpoints.