SWEETS & TREATS
/ Branding
/ Web design
/ Layout
/ Print
/ Creative direction
Client
Sweets & Treats is a small business in Montreal.
Brief
Create a brand name, logo, business card, website and other graphic assets for a baking company. The branding should be fun, colorful, and modern.
Provide creative direction for photoshoots and edit photos for social media posts and other assets.
Naming the Brand
The brand name needed to convey the fun and bubbly tone of this baking company. Something quirky and catchy was key. I brainstormed words related to baking and eating, as well as fun adjectives, and settled on a catchy rhyming name that can quickly identify the purpose of the business with little effort.
The Logo Process
To convey the brand tone, I needed a thick, fun, even bubbly typeface. For an added element of quirkiness, I flipped one of the “Es” over and put the other two at a slight angle. I connected the “t” and “s” on both words to create cohesion between the matching letters and rhyming words. I also added the "&" before the “t” so those same letters could line up.
Art Direction for Photography & Social Media
From decorating the sets, to snapping and editing the pictures, it was necessary to keep the fun and colorful brand tone present for every picture and post. I opted for bright background colors, sometimes with bold patterns, and saturated pictures to let that come through most effectively, especially for desserts that were less vibrant and colourful. I wanted to ensure that the brand came through just by seeing a picture of the desserts.
The Web Design Process
The purpose of the website was to get orders in! After reworking the menu a few times, I opted for a “step by step” ordering process that helped customers easily customize their cupcakes. I simplified navigation to make conversions easiest and included lots of bright pictures of the yummy desserts, as well as helpful FAQs and clear instructions.
