A cupcake shop needs to have a logo that stands out from all the other bakeries, yet can still be viewed at a distance, when customers are driving in the dark, or in inclement weather. I wanted to see if I could create a brand identity that creative, timeless, and works well in both print and digital formats.
SOLUTION
I believe removing the cupcake icon from the original logo a necessity as it allows them to expand beyond cupcakes in the future. But I created alternate 'cupcake' icon options for them to use on packaging, menus, social media, etc.
I altered the color palette slightly, by adding a darker pink and a red - both of which really pop when used with black and white.
A cool-looking pattern always unifies a brand, so I added swirl patterns that look like icing, that will also work if they expand their business into cakes, pastries, cookies, etc.