Baked is the name of an American-inspired cookies and desserts company that operates in Cairo, Egypt. Baked was born in 2012 as a satellite kitchen and now is a widely spread brand of cookies, cakes, cupcakes, bread, and other wholesome desserts. Baked products are decadent and homemade. The brand has a retro-vintage style. It’s a ‘homemade indulgence’ with a caring, uncomplicated, trustworthy and welcoming character, and a homey, retro-vintage, handcrafted, wholesome look. It’s a very fun and talkative brand.
Libre Baskerville is based on American Type Founder’s Baskerville from 1941, which made it a great fit for a retro-American brand. Its taller x-height, wider counters, and a little less contrast allow it to work well for reading on-screen which is also perfect for a modern brand widely represented on the Internet. FTY Speedy Casual as an old-fashioned American-inspired typeface was a perfect choice as a companion for the legible and easy-readable serif. It paradoxically combines the relaxed feeling with a speedy look and could be a perfect choice for a product that you can use as a joyful indulgent snack without hurry but without slowdown as well. And finally, Jupiter was originally released by Filmotype in the late 1950s and definitely reminds the typefaces from American posters and advertisements of the 60s. It’s expressive, smooth, and has a charming personality which is wonderful to be added as a zest and touch of handmade.