Panettone From Roy

For 15 years, Roy Shvartzapel has traveled the globe, working for and learning from the most important gastronomic figures of our time, including Pierre Hermé, Ferran Adria, and Thomas Keller. After conceiving and launching his own standout bakery, Common Bond in Houston, Roy has now embarked on his next endeavor, From Roy, a luxury bakery on a quest to deliver the finest products in the world.

From Roy’s first offering is the iconic panettone. Mentored by the world’s panettone master, Iginio Massari, Roy has spent the better part of a decade obsessing and perfecting what he calls, “the Mt. Everest of the baking world." What begins with simple mother yeast or “lievito madre” (flour, water and the yeast which is present in the air) is cared for and nurtured with the utmost precision and dedication and then, using the highest quality standards, is transformed into one of the most special products in all the pastry and baking worlds.

Roy Shvartzapel hired Base to brand his new venture. Fast Co. writes: “Base’s concept is minimalist, and emphasizes the product and storytelling behind the brand.”

“The bakery is really about Roy and his philosophy, rigor, and passion,” Min Lew, Partner and Creative Director of Base Design New York, says. “We wanted to see how we could portray and capture his dedication.” The website and packaging are rendered in crisp black and white. Each box features a “letter” to customers about what the brand embodies—tradition, invention, and quality ingredients—and is emblazoned with From Roy’s logo, a wordmark in a custom font that riffs on a signature.