UPPER CRUST BAKERY BRANDING

FRENCH BAKERY USING LOCAL INGREDIENTS

The Upper Crust Bakery has been in business since 2011. The company is well known for its bakery items (breads, muffins, & desserts), & has been a bread design winner for the last five years straight. Upper Crust bakes its items fresh daily using local products, & prides itself on its fresh, wholesome ingredients. Its clean, modern locations, invite its clientele to come in, enjoy their mouth-watering temptations, & stay a little while.

When you walk into Upper Crust, the smell of fresh baked breads, muffins, & pastries fills the air. They have pride in their products & have passed down their recipes through the generations from their home country of France. When you are enjoying Upper Crust, they want you to feel the essence of Paris, & send your taste buds on a journey with one of their award-winning breads! Upper Crust Bakery wants their clients to be immersed in their passion & feel like family.

PROBLEM:

Create a new logo & refined branding for Upper Crust Bakery.

TARGET AUDIENCE:

Offering a wide selection of baked goods, coffees & drinks, as well as sandwiches,  Upper Crust Bakery attracts a broad crowd & is family-friendly. A trendy place you can meet for lunch, meetings, or the occasional, artistic event.

CONSTRAINTS:

Turn around time for project was roughly two weeks & evolved into more graphic design assistance.

TASKS:

Initial audience & content analysis, logo (Adobe Illustrator), & items. Some imagery immediately followed (Adobe Photoshop & Illustrator), for a menu (InDesign) & brand stationery (Adobe InDesign.)

DESIGN RATIONALE:

Color selection included the colors of the French flag, as well as the neutral colors of delicious baked goods. These hues were chosen in warm families, as the atmosphere of Upper Crust Bakery is warm & inviting. Any materials centered around these colors & concept.

PDF UPPER CRUST BAKERY BRAND GUIDELINES

The logo for this project was created prior to the request for stationery items. Color family was selected to coordinate with HEX values #F04D5A, #5590CC, #DD9D68, #99683C, & #54371C. The font family Futura PT was chosen for its cleanliness & ability to feature several weights for emphasizing. The client specifically requested a feel in line with these HEX values and the font family, as were previously defined with the creation of the new branding & logo. An image library was created via existing artwork & stock photography chosen for its brand-defining character. Mock-ups were created as necessary, with additional design assistance for other brand items like uniform pieces or signage.