Acclaimed pastry chef Roy Shvartzapel announced the launch of a new e-commerce company From Roy, that provides pastry aficionados with panettones: dessert cakes filled with candied fruit and other delicious goods. Having worked with Roy on his Houston, Texas–based bakery Common Bond, international branding firm Base Design created a visual identity for From Roy’s panettones that marries luxury with handcrafted quality. The elegant white packaging with bold type puts the product on a pedestal while showcasing Shvartzapel as the center of the business by incorporating his handwriting, emulating the artisanal promise of the product. Base Design’s identity translates across every application of From Roy’s brand, including the website, packaging and personal touches with handwritten notes signed “from Roy.”