Upper Crust Bakery - Visual Identity
Project Type -
Student Project
Client -
Southern New Hampshire University
Date -
March 2023
Scope -
Visual Identity
Packaging Design
Software -
Adobe Illustrator
Adobe Photoshop
Brief -
Create a logo for Upper Crust Bakery. The bakery needs a new logo that represents their business well. They make breads, muffins, etc. with locally sourced ingredients following recipes passed down through older generations in France; they also want their customers to feel the essence of Paris when they are in the bakery.
Solution -
The brand is represented by a modern logo with a traditional touch using Adobe Illustrator. The rectangle tool to make a rectangular shape and the direct selection tool was used to curve one of the edges to make it look like half of a baguette. Three of these shapes were placed on top of each other to suit the business name - 'Upper Crust Bakery'. This placement of shapes also conveys the message that they bake breads and other goods and remind customers of France. The logo uses a sans serif font which helps signify the bakery business which is clean, minimal, modern and friendly.
With regard to the colors - the dark orange was used to give an earthy, rustic and warm feel that represents the locally sourced ingredients used, and the atmosphere of the business. The dark blue was used to give a modern and clean look to the logo and the light brown used to color the baguette shapes represent the freshness of the baked goods made in the bakery.
The font chosen are both sans serif fonts to suit the minimal, modern and friendly nature of the business. Chelsea market also looks like a handwritten font to convey originality, and warmth of the business.
The stationery design is cohesive with the use of the orange-colored logo option; stickers have been designed for packaging with a brand pattern including croissants, bread slices, wheat, cupcakes and icons with phrases like ‘bon appetit’ and ‘fresh goods inside’ so that the brand identity can be spread across more elements that the bakery will produce and sell. The stationery and packaging designs were created in a CMYK color space with bleed and safe zone considerations. Adobe Photoshop has been used to apply all the packaging design to mockups so that it can be seen on real life objects.
Overall, the design of the logo appeals to both male and female ages 21-65 who enjoy baked goods and are attracted to the clean, simple, welcoming and minimalistic logo that represents the atmosphere of the bakery itself. The final logo design and brand elements are used on all stationary items and the elements of the brand strongly come together as one unit.