To launch her new bakery business, Mrs L needed a visual identity to give her cake-making skills a distinctive and professional edge, whilst being easy and cost-effective to apply.
Having secured funding for the design work through Cywain, the Welsh Food & Drink sector development programme, the identity also needed creating and approving within two weeks from the initial brief. Best get started then…
The client already had a preference for a dark grey to form part of the identity, and liked the idea of a cake stand to be symbolic of cakes without being too prescriptive of the kind. A cookie-cutter inspired roundel form incorporates the name style, new icon and strapline into one contained logo. The compact round shape works perfectly for applying to anything from social media such as Facebook and Instagram icons, as round stickers for packaging, as well as stationery, banners, vehicle or website.
To complement the logo and create a striking backdrop, repeating graphic pattern have been created using typical baking utensils – spatulas, whisk, piping bag, spreading knife – arranged in interlocking repeats and vibrant radial designs. The patterns are applied in a palette of bright pastel shades to complement the core brand blue and grey.
A combination of Monserrat and Crimson Text fonts gives a modern, clean and sophisticated feel to complete the look. The overall result is a unique and flexible graphic identity that can be rolled out onto a whole range of marketing, display and packaging use as the business grows.
