Project Objective:
My objective for Anna's Cupcakes was to give you a sense of their cupcake through their branding.
Above is a flyer with a voucher for their upcoming promotion
Brand Message:
Fun, Refined, Handmade Cupcakes
Research:
Through my research I found a lot of designs use ornate illustrations or design elements to give a sense of an upscale experience. Which would lead me to believe they offer gourmet cupcakes. I also noticed a lot of pinks and browns were used, as well as some blues. So based on this I decided to use blue as my main brand color and use the pinks as accents.
Target Market
The target market for Anna's cupcake is pretty diverse. The main three I narrowed it down too was Parents, Wedding Parties and Birthday Parties.
Above is the content side of their mailer.
Above is the address side of their mailer
Concept and Research
For this brand I use three concepts to achieve my vision. Colors, Type, and Art. I want all three, when combined, to say fun, refined and handmade. Which may seem like a complex idea to communicate, but I feel like I achieved it.
My solution begins with colors. I wanted the colors to communicate fun, so I used adobe color to play around with color combinations which lead me to shades of pink and blue for the main brand colors and white for type.
The type I wanted to communicate refined. To do this I chose Sail and Baskerville. I feel like they compliment each other and give the logo a refined touch. For the Art I wanted the achieve handmade and what better way to get a handmade feel then with an illustration. Utilizing my iPad Pro and Adobe Illustrator Draw I illustrated the cupcake as well as the rest of the logo design and added the type in illustrator. I decided to go with a lose style to further the handmade feel.
