Role: Logo Design, Art Direction, Branding & Visual Design, Packaging Concept.
Overview
WestWide Cakery is a bakery dedicated to crafting delightful cakes, cookies, and sweet treats for every celebration.
I was initially commissioned to design the logo. After successfully delivering that, I expanded the visual language into a comprehensive identity system to showcase the brand's potential across both digital and physical touchpoints that would stand out in a crowded market while also conveying charm, creativity, and quality.
Logo Design
The logo is custom-made, featuring a combination of soft, flowing, curved fonts to suggest frosting, piping, and the handmade nature of baking. It was designed to scale well across formats: from embossed cake boxes to digital watermarks. A secondary mark and wordmark system ensures brand cohesion across multiple uses.
Creative Direction
The core concept behind WestWide Cakery's identity revolves around "everyday indulgence with a personal touch." The visual system should be both welcoming and memorable, while also being adaptable for various applications, including packaging, signage, and digital content.
I envisioned the brand as a blend of elegance and playfulness, incorporating design elements that are both premium and accessible.
Color Palette
The colour palette is inspired by natural ingredients and warm tones: muted pastels, soft cream, and a signature raspberry accent. This helps evoke feelings of comfort, sweetness, and a down-to-earth luxury.
Voice & Messaging
The tone of voice follows the brand’s emotional core: “Irresistibly Yummy.” Messaging focuses on celebration, deliciousness, and quality, making it ideal for both marketing materials and in-store experiences.
