The Cupcake Lounge Brand Guide

Branding guidelines were done in part with The Cupcake Lounge logo redesign, and serves as an expansion upon just purely a logo redesign. Rather than just redesign the logo, I expanded the project into a full set of branding guidelines, so the new identity could carry through consistently across everything they touch, not just their sign.

Guidelines covers photography treatments, logo usage/scalability, typefaces for print & web applications, as well as digital online presence. With a bright colour palette, a pairing of script and humanist sans-serif type, and calligraphic strokes that emulate the look of frosting, the final identity feels lively, exciting, and unmistakably sweet.

Programs used were Adobe Illustrator and InDesign.