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historical references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historical references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
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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
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sweet esteem 12
logotype development
sweetesteem swee es eem swee es eem sweetesteem sweetesteem sweetesteem 13
sweetesteem
sweetesteem
sweeteste
sweete 14
final logotype
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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