“Base’s concept is minimalist, and emphasizes the product and storytelling behind the brand.” “The bakery is really about Roy and his philosophy, rigor, and passion,” Min Lew, Partner and Creative Director of Base Design New York, says. “We wanted to see how we could portray and capture his dedication.” The website and packaging are rendered in crisp black and white. Each box features a “letter” to customers about what the brand embodies—tradition, invention, and quality ingredients—and is embl
