Yeast Side

Yeast Side is a Cafe/Bar serving all things good in name of Baking and Brewing. Beer, Pizza, Bakes and basically anything yeasty under the Sun. To capture the essence of the brand’s unique personality, I conjured up an identity system that revolves around the inseparable duo of Dough Man and Yeast Boy. A pair of charmingly quirky mascots leading us on a delicious adventure down the Yeast Side Story, where anything is possible.

https://www.yeastside.sg/

Fig.0 Yeast Side Story – Dough Man and Yeast Boy

Fig.1 Yeast Side Store Front – Overview

Fig.2 Brand Collaterals – Overview

Fig.3 Make Bread and Pound a Beer – Overview

Capturing the dynamic bond between these two best friends and infusing their relatable personality into each illustration was the priority in developing the new identity. My ultimate goal was to represent the three primary food categories that Yeast Side offers (Bakes, Pizza and Beer) in a fantastical and spirited fashion. Let's Get This Dough Rolling!

Fig.4 Left: Yeast Side Best Side; Right: Heating Instruction – Pizza Box

Fig.5 Seriously Overdoughsed – Pizza Box

Fig.6 zzzz.. hold my beer – Pizza Box

Fig.7 Yeasty Come Greasy Go – Grease Paper

Fig.8 Let's Get This Bread! – Sticker Label / Paper Bag

Fig.9 Just Dough It – Grease Paper

Yeast Side isn’t just a baker. They also strive to enhance the local food and beverage scene by integrating arts and culture. As part of this mission, they organise pop-up events. As luck would have it, I had the opportunity to be their first collaborating artist. Together, we designed and produced merchandise like t-shirts and tote bags.