Geoffrey Siu | Baked Fresh Daily Lettering
Geoffrey, Siu, Art, Designer, Graphic, Artist, Honolulu, Hawaii, HI, Paint, Painting, Painter, Design, Wiki Walks, Wiki, Wikiwalks, wiki-walks,
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Baked Fresh Daily Lettering

Lettering & Illustration
About This Project

Launching in the spring and running throughout the summer, Honolulu Cookie Company’s 2017 Fruit Collection was inspired by local plantations and fruit stands in Haleiwa, North Shore. Honolulu Cookie requested signage that could be featured in store windows as part of their visual merchandising. The signage needed to be vintage-inspired, contemporary, readable from a distance, and inviting to draw customers into the stores.


I hand-lettered “Baked Fresh Daily in Honolulu Using the Finest Ingredients” in a combination of serif and sans-serif lettering to emulate vintage signage in a contemporary way. This phrase is one of Honolulu Cookie Company’s existing tag lines and works well with the 2017 Fruit Collection campaign by emphasizing the fresh products and local manufacturing.


The lettering was printed on raw pine wood to match the tactility and rustic quality of the product line. The wooden surface also gives the sign subtle texture, and a rustic, homemade quality. This signage was used for visual merchandising in all 16 Honolulu Cookie locations.