Bakery Crafts identity & packaging system
identity, packaging, systems, print materials
It’s your party! An extensive collection of cake candles & toppers allows you to keep in touch with your creative side & decorate cakes like a pro.
Bakery Crafts manages hundreds of products. The bright, celebratory & transformable identity system I designed has the flexibility to accommodate the varying products, sizes & colors.
I hand lettered the logotype, designed the packaging layouts & defined the usage captured in both the Style Guide & Packaging Guidelines.
other roles / Briana Vanderlinde – Designer
role / designer
agency / ideas that kick
Objectives
Develop a new & proprietary identity for Bakery Crafts that:
Reflects the brand essence
Can extend to a packaging system
Is flexible (multiple packages/products, digital, etc.)
Works well with DecoPac’s (parent company) family of brands
Celebrates products
Opportunities
• Create a strong CPG presence & visual statement at the retail level
• Own celebration/craft in the bakery section & give consumers a reason to shop there
• empower consumers to create a personal celebration experience they can be proud of
• A great experience on top of the cake & beyond!
Packaging concepts
I began by making a vast amount of logo options, then exploring what a corresponding packaging design could look like. The quantity of SKUs was massive, so it was imperative we test out our designs across different types of packages. We also considered how a dark base might swallow up a black candle, but a white base might conceal the light ones. Below are a few set concepts.
Logo concepts
As we saw, options for graphic logos were presented. But at this stage in the design process, a hand-lettered option was asking for a chance. It fit the brand’s DIY aesthetic.
Final design
Time to celebrate! The final design plays with organic shapes & patterns. Simple enough to translate well to small packaging, flexible enough to work across all different sizes & has the playful ability to create a spotlight effect around various product types.
