Beiler’s Bakery is a Philadelphia icon, known for its handmade Amish-style donuts and community-centered atmosphere inside Reading Terminal Market. For this rebrand, I wanted to celebrate the quiet craftsmanship of Lancaster County and the loud, energetic culture of Philly through clean, minimal design paired with bold local character.
The visual direction revolved around bridging two worlds: the tradition of Amish baking and the city’s modern, expressive spirit. I used a simple silhouette of the Philly skyline to represent the urban side, contrasted with hand-drawn outlines of barns and horse-carriage to honor the Amish roots.
FIRST FINISH
FINAL FINISH
A clean, three-tone design that visually splits the box. One side echoing Amish simplicity, the other side showcasing the Philly skyline. This balance reflects Beiler’s identity as both traditional and contemporary.
Designed with sustainability and everyday use in mind, featuring the bold logo lockup and tagline in large, screen-printed typography.
Minimal streetwear or worker-style piece that repositions Beiler’s as not just a bakery, but a recognizable local brand. Perfect for staff or fans who want to show city pride.
This rebrand aims to give Beiler’s a cohesive visual system that feels timeless yet relevant. Something that resonates equally with locals, tourists, and younger audiences discovering the brand through design-driven touchpoints.
