Mindy is a talented baker who creates custom desserts for special occasions. Her goal is to make treats that look beautiful for an event and actually taste delicious.
- T h e P r o b l e m -
Her existing branding and website didn't match the quality of her desserts. The branding and advertisement looked unprofessional, and the website was hard to use and didn't showcase her products well.
- R e s e a r c h a n d D i s c o v e r y -
To understand her business and customers better, I did some research:
I looked at her competitors to see what works and how she can stand out. I identified her target audience: people in the Five Towns community who buy custom desserts for special occasions, events, holidays or Shabbos.
Together, we defined her brand impression: professional, warm, and personal. We tried to convey a sense of care and dedication, while maintaining a balanced and approachable tone.
Together, we defined her brand impression: professional, warm, and personal. We tried to convey a sense of care and dedication, while maintaining a balanced and approachable tone.
- D e s i g n S o l u t i o n -
Based on my research, I created a mood board to guide the design process. This helped me develop a new visual identity, which was the basis for the advertisement, social media templates and website design.
Mindy's new logo still has hints of her original logo, which she designed herself. Using both a sans serif and a handwritten font, as well as the rosy pink and fresh minty greens keep her brand sharp, updated and professional, without losing the personal care and dedication that her customers feel.
- A d v e r t i s e m e n t -
In order to keep up the brand colors, I was looking for a picture of a chocolate cupcake and caramel drizzle, with a cream background, allowing the pink of the logo to pop out and to bring out the gold accent color. I also wanted a vertical drizzle to draw the eye downwards to the info on the bottom of the ad. After spending some time with a few pictures and Photoshop, the picture was complete!
After the ad was designed, I applied the style to a few WhatsApp status templates in Canva, giving Mindy the ability to update and post baking tips, pictures, reviews, sales, new products and more to her audience.
- w i x W e b s i t e d e s i g n -
Finally, the goal was to present each item on the menu looking as delicious and stunning as possible, so we partnered with a photographer and wrote great descriptions. Mindy preferred to have her customers order directly to her instead of on the website, so I made sure to provide clear information for ordering, delivery, allergens, etc.
