Pan と Pan

Pan と Pan -a bakery by Aburi- reimagines the beloved experience of Japanese convenience store bread into a premium, pre-packaged offering that merges authentic taste with playful charm. Designed for modern lifestyles, the products offer the warmth of traditional Japanese baking with a stylish, kawaii twist—inviting both the eyes and the palate.

Scope
❋ Logo Design
❋ Illustration
❋ Branding

Client
Aburi Restaurants

Design Overview

This design system supports the brand’s positioning as trendy yet authentic, making every product feel like a treat, a moment of nostalgia, and a shareable experience all in one.

  • The Pan と Pan brand style is a harmonious blend of minimalist Japanese sensibility and playful charm, designed to evoke the cozy delight of walking into a stylish Tokyo bakery. The packaging and visual system prioritize simplicity and clarity, allowing the quality and appeal of the baked goods to shine through.

  • Illustrations are light, line-based, and iconographic, drawing from the visual language of hand-drawn café menus. The melonpan motif anchors the logo with a touch of character and warmth, while supporting illustrations of shokupan and anpan are used sparingly for decorative and pattern applications—never overwhelming the core brand.

  • Typography is modern and unadorned, paired with subtle Japanese text elements to ground the brand in its cultural roots. The overall feel is airy, approachable, and thoughtfully restrained, appealing to a target audience that values not only authenticity and taste, but also aesthetic joy in the everyday.

Brand Illustrations

Minimal and hand drawn

Melonpan: A soft, fluffy bread covered with a thin layer of cookie dough on top, which becomes crispy and golden when baked. The crisscross pattern resembles a cantaloupe or muskmelon.

Also commonly known as Japanese milk bread - Shokupan is a soft, fluffy, and slightly sweet white bread. It’s known for its pillowy texture and square or rounded top shape.

Anpan is a soft, round bun filled with sweet red bean paste (anko). It’s distinguished by a caramel-coloured bun topped with black sesame seeds.