Welcome to the family, Gemmae Bake Shop!

There’s nothing better than seeing your hard work on the printed page….unless, maybe, your work ends up printed on bags of incredible baked goods!

Gemmae Bake Shop Logo & Label

Gemmae Bake Shop, a filipino bakery and restaurant, serves up incredible pastries, rolls, savory and sweet goods. It’s got the magic touch that transports you right back to Lola’s (filipino for “Grandma”) kitchen. If you’re in Long Beach, CA, make sure you check them out!

We’re so grateful for the opportunity to work on their logo and packaging redesign. We’ll be breaking down the entire process for you. Check back soon!

we broke our site…again! kinda…

we didn’t really. We just clicked that magic “update” button, which went ahead and gave us the latest and greatest of site, theme and plugin updates….

…little did we know that the new updates would completely break apart the gallery feature. Because we don’t need a portfolio gallery, right? >:(

As a result, we’re updating the theme. Good, in a sense, since we are long overdue for an update anyway. So we’ll call this a damned blessing, in disguise 😉

Apologies for the mess, everyone. Thanks for the patience!


Here’s five bucks, please save my company. Yeah, right.

Companies lIke fiverr are absolute death for the design industry. Offering a logo for five bucks is an insult to every graphic designer, calligrapher, typographer, writer, artist or creative that has invested the time & effort into honing their craft and making a decent living within their field. Are we guilty of price gouging? Sure. Did we, inadvertently, start this trend? Possibly. Is reducing the average wage of entire industries the answer? Absolutely not.

As the owner of a company that looks to help small business thrive, I understand the value of staying within budget. However, please understand that you WILL get what you pay for. INVEST IN YOUR DREAM, BUSINESS OWNERS. Be honest with your budget and don’t be afraid to let your creatives know what you can afford. If you think a professional design is expensive, wait until you have to pay for your amateur one.

Eager creatives, respect your craft and all of the pioneers that have paved the way. Don’t contribute to the notion that artists are unimportant or dispensable. You will make it! Just strive to be better and learn the business of being a designer (it IS a business, afterall). Why do you think lawyers and doctors are expensive? Because they are tasked with the heavy burden of handling matters that affect lives. You do the same with every business that turns to you, seeking a means to be successful, in a world that is primed to see them fail. Understand that!

As for Fiverr (Fiverr.com) , I’ll consider supporting the model only if their owners choose to do the same. Find the best IT professional that can maintain your servers, for five bucks. Get excellent legal representation, to protect you from lawsuits. For five bucks. Find and subscribe to a quality health plan for you, your loved ones and your valued employees, for….you get the idea.

get in my belly (and snout!)

Belly & Snout Logo


Our newest client is one that we’ve had the pleasure to work with before. Two years ago, Chef/Owner Warren A. and his brother, Bryan, came to us with a request to help brand their first food endeavor, a filipino food truck known as The Discussion Truck. The truck did well, but it was merely a stop along the way to a bigger dream: owning a restaurant.

About a month ago: Chef War hit us up, letting us know that the dream was alive, well and ready to reach a new milestone! He decided to park his mobile menu into a brick & mortar establishment, while also adding weekly specials and new Filipino-fused menu items, such as grilled cheeses and tater tots, topped with braised oxtail (YUM), adobo or sisig (PORK!) or longanisa (sort of like a sweet/spicy chorizo). Chef asked us to brand his new restaurant, dubbed Belly & Snout, in time for their soft opening, which was two weeks from that email.

Naturally, we were ecstatic. As big fans of the art of cooking, any opportunity to work with a restaurant, especially new restaurants, is a great one. Given the short time frame of needing a logo, we started the design process immediately.

In discussing concepts and imagery, we agreed on the following elements:
– something simple, but meaningful
– something that reflects the Filipino influence being put onto American cuisine
– a little bit urban, a little bit contemporary, and a little bit hip
– minimal colors

So, off to task we went!
The first thing we addressed was the urban/hip/contemporary aspect. Knowing that chef war is a big fan of music, we wanted to pay a small nod to his appreciation by referencing the dot pattern of a turntable and using it as the framing device for the logo. We thought it would add a nice touch to the artwork and, if you love music, you’ll get the nod.
Now, onto the Filipino influence. We played around with the idea of using fonts that reminded us of jeepneys, with their unique and unmistakeable flair. As fun as it was, we felt it started to diverge from the first idea we wanted to convey (simple, but meaningful). It would just be too much of a stretch for consumers to understand the reference. Our next attempt was to take an element from Chef’s first endeavor, The Discussion Truck:

We really liked the understated use of the sun, which is featured on the flag of the Philippines . We tried a few versions with that, but found that it took away from the impact of the fat piggy we wanted to feature on the logo (which I’ve decided to name mertyl, btw). So, we took a different approach. Where Discussion Truck used visual cues to tip the consumer as to the type of cuisine they were having, we chose to use text, with a twist:


Translated from Tagalog (the native language of the Philippines, from which B&S’s cuisine is based), it loosely means “Come Eat”. For many Filipino families, this phrase is pretty common. For non-filipinos, it’s an invitation to look up the phrase and get a hint of what Belly & Snout is cookin’

Now that we had all of our elements, it was just a matter of tinkering around with the layout, until we got the feel and look we wanted. A few days later, voila! Belly & Snout’s logo was born.

Thanks so much to Chef Warren, for giving us the opportunity to brand them. Make sure to check them out, if you’re ever in LA! They can be found here, here, here, here and here.

also, here:
Belly & Snout
974 S Western Ave
Los Angeles, CA 90006