Sweet Esteem Brand Development Guide

Page 1

sweetesteem Brand Development Guide


contents

1

the company

3

company history

4

name brainstorming

6 philosophy 7

naming ideas

8

contemporary references

10

historical references

12

type explorations

13

logotype development

14

final logotype

16

color palette

18

mark development

19

final mark

20

color mark

21

secondary type

22

image style

24

customization

26

brand applications


company

My start-up is a bakery that sells confidence-boosting goods.

1


2


history

It was 1998, Iris Sugar was in the 7th grade when she had to give a presentation to her class. Knowing that Iris had a terrible case of stage fright, Grandma Sugar packed a special brownie for Iris to eat during lunch. Grandma promised it would give her the confidence she needed to ace that presentation. To Iris’ surprise, Grandma was right - that brownie worked wonders, earning Iris a perfect score. Iris was fascinated by the baked good and begged Grandma for her secret. Iris spent the next 10 years learning as Grandma’s apprentice, mastering the family recipe. Eventually, she invented other baked goods that boosted confidence and opened her bakery the following year, vowing to spread Grandma’s love to all.

3


4


brainstorming

5


philosophy

1. Comforting 2. Empowering 3. Family-Owned

6


naming

1. Sweet Esteem 2. Baked Boost 3. Sweet Confidence

7


8


contemporary references

9


10


historical references

11


type explorations

letter shapes

w t e m w t e m sweet esteem w t em w t e m

W T E M E M W T SWEET ESTEEM W T E M E M W T

type skeletons

sweet esteem

sweet esteem

sweet esteem

sweet esteem

sweet esteem

sweet esteem

olivesans pimento explorations

sweetesteem

sweetesteem

sweetesteem

sweet esteem

sweet

esteem

sweet esteem 12


logotype development

sweetesteem swee es eem swee es eem sweetesteem sweetesteem sweetesteem 13


sweetesteem

sweetesteem

sweeteste

sweete 14


final logotype

eem

esteem 15


sweetesteem sweetesteem sweetesteem sweetesteem 16


color palette

sweetesteem sweetesteem sweetesteem sweetesteem sweetesteem sweetesteem sweetesteem sweetesteem 17


mark development

w 18


final mark

19


color mark

20


secondary type

bake it till you make it

bake it till you make it

bake it till you make it

bake it till you make it bake it till you make it bake it till you make it It was 1998, Iris Sugar was in the 7th grade when she had to give a presentation to her class. Knowing that Iris had a terrible case of stage fright, Grandma Sugar packed a special brownie for Iris to eat during lunch. Grandma promised it would give her the confidence she needed to ace that presentation. To Iris’ surprise, Grandma was right - that brownie worked wonders, earning Iris a perfect score. Iris was fascinated by the baked good and begged Grandma for her secret. Iris spent the next 10 years learning as Grandma’s apprentice, mastering the family recipe. Eventually, she invented other baked goods that boosted confidence and opened her bakery the following year, vowing to spread Grandma’s love to all.

21


bake it till you make it

sweetesteem

22


image style

bake it till you make it

sweetesteem 23


The cake slice colors can be customized by the consumer to personalize their purchase. These customized cake slices will replace the original logos on packaging, like pastry boxes or paper bags. 24


customization

25


1. product packaging

3. delivery van

26


brand applications 2. website

4. merchandise

27


28


product packaging

29


30


website

31


32


delivery van

33


34


merchandise

35


Rachel Trieu Specialization in Graphic Design Capstone Project Coursera / CalArts 2022


Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.