Project Objective:
My objective for Anna's Cupcakes was to give you a sense of their cupcake through their branding.
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.
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.