Cherrypick - Capstone Project

BRAND NEW BRAND Marissa Sharbell

TABLE OF CONTENTS One-Sentence Description.............................................................................................pg 2 Company History.............................................................................................................pg 3 Company Philosphy.........................................................................................................pg 4 Mind Mapping..................................................................................................................pg 5 Naming Options...............................................................................................................pg 6 Company Name................................................................................................................pg 7 Contemporary Mood Board..........................................................................................pg 8 Historical Mood Board...................................................................................................pg 9 Exploring Typefaces........................................................................................................pg 10 Logo Design Process.......................................................................................................pg 11 Final Logo.........................................................................................................................pg 12 Color Palette.....................................................................................................................pg 13 Icon Design.......................................................................................................................pg 14 Secondary Typefaces......................................................................................................pg 15 Example Imagery.............................................................................................................pg 16-17 Special Ingredient...........................................................................................................pg 18 Brand Identity Applications..........................................................................................pg 19-23 1.

The perfect picnic, delivered to your door.

My start-up is a service that delivers curated and cheerful all-inclusive picnic baskets straight to your door for date night, family outings, birthdays, and other special occasions.

2.

This company was founded by recipe developer Lara Petersen and digital marketer Melody Woods in Austin, Texas in 2019. Lara and Melody are longtime childhood friends who always love getting together outside to have a bite and a laugh—always with fun dishware, colorful picnic blankets, flowers, candles, and whatever else the vibe called for. Their sunny tradition became a side hustle, curating cheerful, delectable picnics for their friends and family. Word spread throughout Texas, and soon Lara and Melody were hired to plan baskets for occasions of all types, always with great food and a signature colorful vibe.

They realized what people needed most—a creative and fun outing to connect with others over a delicious meal without having to do any of the planning. They conceptualized a company where tastemakers curated gorgeous picnic outings down to the details—silverware, drink pairings, and color scheme. Customers could order for whatever occasion they desired and were delivered their personalized packed picnic straight to their door—unique, hassle-free, and all in one basket. Thus, this company was born.

3.

In a world of doomscrolling, DMs, and digital distractions, there is something special about making time to connect offline.

We believe fun is a necessity; that no “LOL” can replace real-life laughter shared loudly among friends.

Our goal is simple—to create cheer, connection, and culinary experiences.

We make the baskets.

You make the memories.

4.

5.

WHAT’S

IN

A

NAME?

GoGoGingham...

Weave’d...

CHERRYPICK

6.

CURATED, CONNECTING, & CHEERFUL.

CHERRYPICK: (verb) To select the best or most desirable.

7.

8.

9.

EXPLORING

T Y P E FA C E S

10.

LOGO

DESIGN

PROCESS

11.

F I N A L

L O G O

12.

C O L O R

P A L E T T E

Single Color Logo Design

Multi-Color Logo Design

Brand Color Palette

13.

I C O N

D E S I G N

What is more classic than a cherry? The cherry radiates cheeriness, sweetness, and there’s 2 of them—a pair to symbolize how Cherrypick brings two (or more) people together with their picnic baskets.

Primary Color Icon Design

Multi-Color Icon Design

14.

S E C O N D A RY T Y P E FA C E S Heavily inspired by vintage advertisements, these typefaces are a mix of bold, funky, and classic to encapsulate the Cherrypick brand.

Logo - B&W

Secondary Typefaces Cooper Black - Standard Typeface for brand use in headlines, titles, advertisements, social, etc.

Freight - Big Our goal is simple—to create cheer, connection, and culinary experiences.

Typeface for brand use in text, paragraphs, web design, social, etc.

We make the baskets.

You make the memories.

15.

EXAMPLE

IMAGERY

Design Inspiration: Vintage Magazine Ads

16.

EXAMPLE

IMAGERY

17.

E X T R A FUN STUFF! I designed these fruit stickers that can be used in everything—social media posts, merchandise, branded picnic baskets, delivery trucks, and more. The stickers will be synonymous with the Cherrypick brand.

C

R RY P I

CK

HE

Cherrypick

18.

Delivery Truck Mockup

19.

T-Shirt Mockups

20.

Tote Bag Mockups

21.

Sample Picnic Placesetting

22.

Sample Picnic Placesetting

23.