UPPER CRUST BAKERY
Upper Crust Bakery is a conceptual French-themed bakery that has moved to a new location and is in need of a new brand identity. The company is well known for its bakery items such as their delicious bread, cupcakes and other pastries. Upper Crust also serves hot beverages like hot chocolate and coffee. Upper Crust bakes its items fresh daily using local products from the surrounding areas.
GOALS
Upper Crust's goal is to provide the freshest and best-tasting bakery goods in the area sourcing local products as much as possible. Their vision is to create an atmosphere where when you walk into Upper Crust, the smell of their fresh baked breads, muffins, and pastries fills the air. They have pride in their products and have passed down their recipes through the generations from their home country of France. When you are in the Upper Crust, they want you to feel the essence of Paris!
TARGET DEMOGRAPHIC
•Local residents looking for fresh, high-quality baked goods
•Customers who appreciate authentic French baking and foods
•Customers who want to support small, family-run food establishments
•Customers who enjoy and appreciate freshly baked, made-from-scratch items
•Customers who appreciate authentic French baking and foods
•Customers who want to support small, family-run food establishments
•Customers who enjoy and appreciate freshly baked, made-from-scratch items
ROLES
Logo Design
Brand Design
Print Design
Packaging Design
LOGO DESIGN
The logo design started out with conceptualizing different ideas for displaying the Eiffel Tower in Illustrator before landing on a concept that displayed the Eiffel Tower in front of some scenery, which gave the logo a more symmetrical feel. Adding the wheat grain vectors was the cherry on top for bringing the piece together to resemble the bakery portion of the logo, each of these two vectors was carefully crafted for a symmetrical feel to ensure that the finalized logo would feel balanced with all of the elements including the text displaying the company name.
COLOR PALETTE AND FONT PAIRING
The color palette is a representation of each different type of bread and bread baked at different levels. I felt this honed in more on that warm and welcoming feeling that happens when you walk inside a bakery and smell all of the delicious treats and pastries that embark the entire shop!
For the font pairing, I wanted something that was Bold for the headline and something with a bit of a quirk for the secondary headline to complement it. With the first two fonts being quite whimsical, the body copy text was a straightforward san serif font to balance out the other two fonts and to add a more cohesive feeling to the brand.
DELIVERABLES
(Packaging & Print Design)
For the deliverables of Upper Crust Bakery, I wanted to ensure the usage of the color palette throughout every single design to showcase that warm and welcoming feeling that Upper Crust wants to provide to their customers. Tapping into the "essence of Paris" that they pride themselves on, I displayed the iconic staple of Paris which is the Eiffel Tower all throughout their designs as much as I possibly could while making it still feel unique to Upper Crust.
