Pastry Pace
Identity, Motion & Digital Experience
Role: Designer (Brand, Motion, Digital)
Focus: Visual Identity / UI Motion / Community Design
Tools: Figma, After Effects, Lottie, Rive, Framer
Focus: Visual Identity / UI Motion / Community Design
Tools: Figma, After Effects, Lottie, Rive, Framer
Design work for a local running club, developed across both physical and digital touchpoints.
Pastry Pace's identity leans into a friendly, groovy, 70s-inspired energy, with a visual language built to feel welcoming, expressive, and full of movement.The project spans apparel, event branding, social content, and a motion-led website experience built in Framer.
Besides holding all relevant information for the club activities, the website had to be designed as an extension of the brand values and the club identity that differentiate it from the others: They're friendly, they're fun, and they're GROOVY!
Because of the energy and playfulness of the brand, Motion Design became the core of the website hero. I wanted people to know what Pastry Pace is all about from the very first impression of the webpage. And in order to achieve that, I've used an old friend in Lottie / Bodymoving, and got to know a bit better a relatively new ally: Rive.
Logo animation inside After Effects
Paired with the video background, which transmits a bit of the energy of the running community, I've made a very simple logo animation to reinforce the character of the brand. It's a simple touch that helps adding dynamism to the initial contact with the brand, after all, running is all about motion!
For this, Lottie was the perfect tool, producing a tiny but crispy file that plays perfectly in every browser. I've animated all individual letter shapes inside After Effects for ultimate control of all details, and exported the file with BodyMoving. Importing into Framer was also really easy due to native support.
Strip animation canvas in Rive
Now, from the very start I had my mind set in a wavy scrolling text with the club motto: "Keep your Pace, and Keep it Pastry!". The wavy design is something recurrent within Pastry Pace design pieces, being a big part of the Groovy identity. This however proved to be a bit of a challenge within HTML itself, requiring a good bit of coding, imrprovisation and with a big risk of the layout breaking in some browsers. Lottie also proved not to be the ideal tool for the job, as by it's nature it would make the text non-editable and a bit of a nightmare to edit down the road, which between changes and revisions is something to be wary of.
That's when I decided to give Rive a proper try, after being on my radar for so long. And I was absolutely blown away by it. Very quickly I've managed to output exactly what I envisioned, with the bonus of having the text and parameters fully and easily editable within Rive. To create the effect of infinite scrolling, as it's not something natively supported, some smart thinking was necessary. Ultimately I've solved the problem by creating an animation that overflows from the canvas, and making sure it loops in a moment that matches the first frame seamlessly. The final animation then can be resized and cropped for different resolutions, without compromising the quality or the loop itself.
As someone with basic front-end coding skills, Framer made it possible to combine layout, responsiveness, and motion in a way that felt close to the final experience from early on. That was especially useful for testing how the animated elements would sit within the overall composition, rather than treating them as separate assets.
Brand in the Real World
Apparel and Event Materials
Alongside the website, over the past couple years I had the opportunity to work as a Designer with Pastry Pace for a series for events and collaborations with other brands, as exemplified by the branded Gazebo showed above, in partnership with Whiplash, an independent brewery and long time allied of the brand.
The club have also entrusted me with illustrating and designing apparel for some of Pastry Pace events, as the T-Shirt for the 2026 Prague Marathon, and my personal favourite, the Mascot, shirt and all promotional material for the Espresso Programme, a couch to 5k program ran during the summer of 2025, encouraging members of the local community to get started on their running journey.
