Gjusta | Sunlight & Simplicity (Concept)

A studio concept inspired by Gjusta, the Venice Beach bakery-deli whose whole appeal is that nothing about it tries too hard. The imagined brief: limited-edition cups, napkins and totes for a local food festival.

The goal was simple — design something that felt effortlessly part of their world rather than stamped onto it. Minimal marks, sun-worn colour, and a deliberate bit of imperfection: slightly off-register print, humble materials, nothing laminated or precious.

Restraint is the hard part of work like this. Every decision was about knowing when to stop — because the fastest way to ruin a brand built on ease is to over-design it. The set is quiet on purpose, and better for it.