Logo / Brand Strategy / Visual Identity System
Creation of a logo and visual identity system for an artistic confectionery company
VISUAL IDENTITY > LUCK CUPCAKE COMPANY
CHALLENGE
Define the brand strategy for Luck Cupcake, an artistic confectionery company with over 10 years of experience in the custom cake and sweets market. Discover the brand's personality and unique selling points to define its purpose and essence. Then, create its logo, develop its voice, and develop a visual identity system to provide the brand with distinction and identity within the confectionery market.
SECTOR : FOOD
Client: LuckCupcake
Creation: Bianca Grassetti
SOLUTION
Based on the brand's personality attributes, I developed a versatile, creative, and sophisticated identity that conveys a sense of belonging and creates a sense of community, which is both seductive and engaging.
CONCEPT
Colorful, clean, and playful, the logo was designed based on the circle symbol. Because of its perfection, the circle is a symbol
of the spiritual world, of the soul—a meaning that resonates with the brand's strategy. In the visual identity system, diverse graphic elements elegantly maintain the brand's colorfulness and versatility.
Vibrant colors
and versatile
The brand's versatility and creativity were represented by strong and varied colors , representing the playful universe of children's parties.
The sophistication and differentiated work offered by the company are represented in the more sober secondary color palette, which supports the brand's graphic communication elements.
PHOTO: Pixabay/Pexels
The circle as an aggregating element of celebration
After analyzing the personality
of the Luck Cupcake brand and define its attributes, the celebration of life emerged as key points of the brand, based on versatile, sophisticated creations, delicious to the eye and palate, and the delivery of a memorable celebration to its customers.
The nine circles that make up the logo are reminiscent of round tables—around which people gather to celebrate . They also represent the shape of cupcakes, cakes, and brigadeiros seen from above.
PHOTO: Polina Tankilevitch/Pexels
Cakes made with love,
for luck people
In English, playing with the brand name, the signature created for Luck Cupcake is seductive, as it reveals that the product is made with love .
The signature adds distinction and sophistication by conveying that it's for lucky people. It reinforces the brand's defined purpose and positioning.
PHOTO: Nathan Dumlao/Unsplash
CATALOG AND BUSINESS CARD
MOCKUP: PIXEDEN.COM
Mock-up: GraphicsFuel
PHOTO: The Creative Exchange /UNSPLASH
FLYER