Brand identity, animation, and a website for a croissant-forward software collective.2025
“We gave Mark an unreasonably specific brief: create a brand identity for Laminated Labs that feels serious about the work, but is not self-serious. Also, make it croissant-forward. The result is baked to perfection. The brand is confident, weird, stylish, and totally us. Even the walking croissant animation feels like part of the team.”
Laminated Labs is a software and infrastructure collective formed by four friends from high-growth startups and engineering-heavy companies: Brian Gapinski, Brandon Waite, Rob Christensen, and Paul Hurlock-Dick. The brief was unreasonably specific: serious about the work, not self-serious, and croissant-forward.
Croissants demand precision and patience, and lamination is both a baking term and a technical process. Under After built the brand around that metaphor, pairing clean modernist typography with rubber hose animation, then designed and built a website with interactive croissant animations and a walking mascot.
Services: Brand Strategy, Brand Identity, Animation, Website Design & Development
Status: Visit Site