Logo update for a family-owned Louisiana business. They wanted to refresh their existing mark, but not fully reinvent it. The new logo seeks to achieve that by referencing the existing visual elements, but transform the identity from a playful family business to a refined artisanal bakery.
The main logotype was custom lettered to reflect the business itself: hand made, high quality and decadent. Multiple lockups were provided for use in a range of applications, from labels to signage to apparel.
A second version was explored with the original style of crown, but was abandoned in favor of this iteration. The reason being because the original crown styling, while iconic, is fairly ubiquitous and I wanted to lean towards creating a more distinctive mark for their brand.
This overlay image was created as a part of the presentation to demonstrate to the client that the logo, while elegant, was able to exist in a more contemporary context as well without feeling too fancy. In this example, it's clear that the mark also lends itself well to the aesthetic of a modern, trendy craft-based business.  
Concept for a possible advertising piece or large scale mural for the bakery. I tried to achieve high-impact with this image by having the logo actually formed from the flour (see below image). Along with the accompanying imagery of the bread ingredients and rolling pin, the overall goal was further communicate the "classy artisan" messaging. 
A few more images to just show the mark in context and give an impression of how it will live in the real world.
Below is a short video of the sketching process of the wordmark before it was refined and vectorized. It was included in the presentation to show the client evidence that their mark was, indeed, one of a kind and created just for them.
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