Daniel Lee Design Portfolio

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Postboy

Postboy is a microbakery that celebrates all aspects of design with baked goods as the medium. Our concept explores the brand identity, art direction, e-commerce space, packaging, & business plan of developing a small brand.

Follow @postboy.bakery on Instagram to see what we've been up to!

Collaborators

Annie Shin

Role

Brand Designer, Product Designer, Baker

Advisor

Lisa Marks

Year

2025

Project Length

15 Weeks

Background

Postboy began as a creative outlet outside of design, but quickly grew into something more intentional, combining business, branding, and storytelling under Georgia Tech’s entrepreneurial spirit. In collaboration with my teammate, we launched a microbakery as a way to serve the community and exercise our skills in brand identity & art direction.

Brand Identity

At the heart of our brand identity is the feeling of anticipation and the emotional journey of enjoying dessert, from placing an order to savoring the first bite. That sense of expectation ties directly into our “made-to-order” model, where each dessert is made just for you. We found a unique intersection between desserts and the excitement of receiving mail, both rooted in rituals, intimacy, and memory-making.

Product Design & E-commerce Space

When we launched, our ordering process worked, but was clunky requiring patrons to navigate through multiple platforms to make one transaction. To address this, we explored three platforms, Framer Commerce, Shopify, and Square.

Using square as our E-Commerce platform, our final product brings the entire ordering process into one place, allowing patrons to browse our current menu, place orders, learn about our process, and see when and where to pick up their desserts.

Packaging Design

Using the brand guidelines we developed, we used this to create new assets that felt like Postboy with the goal of tying every design choice back to the sense of anticipation to savoring a long awaited dessert.

Postboy

Postboy

Collaborators

Much Love <3

Much Love <3

Much Love <3