Pastel is a Portuguese-style bakery, serving bread, tarts, and everything in between. In Portugal, food is not just a business, it is a tradition. Pastel's motive is to bring Portugal's beloved traditions to a new generation in the United States. The bakery produces various breads and pastries, baked fresh every morning, as well as coffee drinks using curated, ethically sourced coffee beans. Design-wise,  it was important to stay true to the visual fundamentals of Portugal. The goal was to create an identity that conserves this visual style, but to also make it into something new and modern. In this way, the bakery can be regarded by the older generations, but also enticing to the young.