Brand Identity designed for a caterer and dessert baker in Brazil. Dilma Lopes has been a pastry chef since 1990 and needed a rebrand in order to communicate better with a new target audience.
Services: Branding, illustration and retail packaging design
The way communication is done in Brazil was a big influence on this project. What is usually done through pricing and simple messages, with a lot of information and busy graphics, now is directed by the upscale clientele Dilma Lopes was able to target. Dealing with middle-upper class, making more than $150k a year, the prices for the desserts went up and the ingredients are now premium, just like the customers.
The idea was to create a look these customers are already familiar with, such as in high-end stores. Scandinavian design, with its clean lines, minimalism and pastel colours were the driving point in the research phase. Now the whole brand can be cohesively beautiful and directed at the key customers. The colours were based off of the many sweets Dilma creates, with an off-white creamy colour to resemble vanilla, sugar and cream and a red that relates to raspberries, strawberries and jam. The typography is now no nonsense, beautiful and complements the style of design.
Along with stationery, post cards, retail packaging and custom illustrations were created to accompany the simple typeface and the colour palette. The pointillism style was chosen because of its simplicity and look, giving the branding a more premium look.
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