Nostalgia
The bakery & cafe was established in 1984. The interior contains many antique signs, equipment and displays. The new logo needed to be current, but reference the past. |
Product
The cafe serves breakfast and lunch in the form of coffee, pastries, sandwiches, salads, soups and sweets. They also bake all their own bread. |
DefineTo develop a brand for this bakery, I needed to understand the brand and it’s users. By conducting quick desk research of competitive brands in the local baked goods market, and the user/client base, I was able to determine some needs of the identity.
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Ideate
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Finalize / BrandingI revised the logo for final approval, then the next step was to design the branding for the company. I did this by putting together a full branding guide that would ensure a common user experience and maintain the brand identity across all assets.
LogoColorsColor is an important element of any brand. I carefully selected each color to reflect the essence of the bakery products as well as a historical nod to the idea of confections.
TypographyI thoughtfully used typography to reflect the simplicity and whimsy of the brand. I used Sweet Easy for it’s fun and eye-catching quality for the name of the business, and Futura for it’s simplicity and readability, which will work for conveying all the supporting information. The juxtaposition of the two fonts creates a great contrast and adds to the energy of the brand.
ImageryImagery is a powerful mode of communication. Each image selected for A Sweet Affair not only displays their quality products, but embodies the exceptional ingredients and craftsmanship that defines their baked goods and desserts. All imagery used in promotional marketing should utilize the product as the hero in the shot without background distraction along with the dotted white line as a direct tie-in to the logo and brand.
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