About LAYERS | Bakery & Deli
LAYERS | Bakery & Deli | Personal Project
Layers is an artisanal bakery and deli hybrid that opened in August 2025 in Amsterdam's trendy De Pijp neighborhood. Founded by renowned French pastry chef Alexandre Scour (also founder of the luxury pastry concept Pantopia), Layers represents a sophisticated approach to casual pastry and sandwich culture. Core Concept: The business operates on a temporal duality—mornings focus on artisanal pastry production in an open "pastry lab" format, while afternoons transition into a full-service deli with sandwiches, burgers, and specialty beverages.
Client
LAYERS | Bakery & Deli
Date
2026
Industry
Bakery
Scope of work
Branding
Illustration
Visual Identity
Problem
LAYERS is a brand that has everything going for it, from a visionary founder to social media following. Yet their branding - while it worked - had very limited assets to put in visually. As a designer when I took it upon as a personal project, I wanted the brand to be able to express the core emotions effortlessly with the help of Logo variations, illustrations as well as the colors and fonts!
Challenge
Main obstacle was that I had to figure out how to keep the FEEL of the brand consistent throughout the branding and visuals. Introducing new visuals suddenly can feel overwhelming or might not connect with the target audience.
Solution
The solution came after research and competitor analysis. Once the brand emotions, target audience and Moodboard was in place, everything became more streamlined! Some of the colors were taken form their already existing branding and the typography even is inspired by their current visual identity, avoiding the overwhelm or shock.
