ART 437R - Project 03: Charleston Baking Company Branding Design

This goal of this project was to create the branding for a fictional baking company. I chose Charleston, SC to base my baking company out of. 

I was tasked with creating a logotype, flour packaging for three different kinds of flour, a menu for the bakery, an invoice for a catering order, and some swag for the customers to enjoy. 

My target audience is a more mature woman looking to elevate the things she uses daily such as her oven mitt. Someone looking to buy a nicer flour in simple, yet beautiful packaging. She wants somewhere nice to go have a nice brunch with her girl friends. 

I decided to keep the logotype simple. The font I chose for the logo, Moret, is a bold and elegant serif, and doesn't need much to elevate it. Generally, I kept it centered and made it the focal point of the brand. 

For the flour packaging, I decided to keep the packages consistent in their layout. Each bag has typographic designs describing what you should make with the kind of flour in the bag. I used alignment and font size variation to give the designs structure, uniformity, and interest. 

I kept the same theme for the the menu and the invoice to keep the branding consistent. I also used the same main colors through out my designs. 

I wanted to design swag that someone, who would purchase something from a baking company, would enjoy. For that reason, I chose to add the company branding to an oven mitt, recipe book, and coffee mug.