Upper Crust Bakery Logo Design

CREATIVE BRIEF
Upper Crust Bakery had a new location and was looking to revamp its logo and brand image to reflect its modernized French-inspired storefront. The rebranding needed to be modern, youthful, and playful yet luxurious, with an elegance only seen on the streets of Paris. Moreover, the brand needed to communicate the company’s message that its products are sourced locally and baked fresh daily.

DESIGN REASONING
To convey baked fresh daily, a circle was added to the logo with a cut-out that houses the rising sun. In addition, letters in the name Upper Crust Bakery were shaped into a muffin, one of the Bakery’s specialty items. A French Script was used for the word Upper to mimic the rise and fall of a muffin top and to utilize a type inspired by France. In contrast, a serif font was used for the word Crust, shaped like a muffin stump with the word Bakery beneath it.

ELEMENTS AND PRINCIPLES OF DESIGN
The logo’s color depicts the brand’s message and personality. Fuchsia became the hero color. It is a bold, youthful, and luxuriously royal blend of purple, pink, and red. Yellow, orange, and gold represent freshly baked goods, and the use of green reinforces the company’s value in sourcing locally grown ingredients. Color and contrast were the design principles used to distinguish the hierarchy of the logo as fuchsia, the hero color, draws your attention. The eyes flow down to finish reading the name of the business.