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JDiringer COM230 presentation.pptx
- 3. Over view 2 Upper Crust Bakery is a staple in the community of Toast, North Carolina. Since 1994 they have been providing the community with freshly-baked breads, muffins, and classic French pastries and treats, using recipes passed down through generations. They are known for making everything from scratch while only uing the finest local ingredients. When customers walk in, they feel transported to a Parisian bakery.
- 6. Color Specific ations UPPER CRUST baker y 255R 223G 154B 0C 13M 40Y 0K 5 255R 196G 54B 0C 23M 79Y 0K
- 7. Logo Us age UPPER CRUST baker y UPPER CRUST baker y UPPER CRUST baker y UPPER CRUST bakery UPPE R CRUS T bak ery ❌stretching UPPER CRUST baker y upper crust UPPER CRUST baker y UPPER CRUST baker y changing colors 6 changing fonts rotating image adding shadow s text ❌ removing ❌ ❌ ❌ ❌ ✅ standard ✅ black & white ✅ grayscale white text on dark backgrounds ✅ ACCEPTABLE LOGO USAGE UNACCEPTABLE LOGO USAGE
- 9. Rationale Upper Crust Bakery recently moved to a new location and wanted to refresh their brand image at the same time. As a staple of the community for over 30 years, they were looking for a design that evoked images of Paris and also showed the pride in their made-from-scratch pastries and freshly baked breads. The final design solution, as seen on the displayed stationery items, shows a cohesive branding strategy set to bring Upper Crust Bakery’s audience a comfortable, sentimen- tal feeling of coming home again each time they walk in the door. 8 The color palette of a dark golden brown and light beige were chosen to link the logo with croissants and other baked goods, mimicking the warm golden tones of something fresh out of the oven. As Upper Crust Bakery makes everything fresh on site, the color palette helps to tell the story of fresh pastries and breads. The croissant image was chosen because it is a quintessential French pastry and helps to convey the idea of wandering into a French boulangerie. The croissant is turned upward in a U shape, symbolizing the U in Upper Crust. The croissant is smooth with minimal lines, providing a more modern feel. Adding the type beneath the croissant allows it to be the focal point for the image and attract the audi- ence, as well as instantly communicate the business and branding. The type chosen is also more modern. A clean, rustic sans serif font stands above a bolder handwritten script. Using these fonts allows the logo to convey the fresh, homemade quality delivered by Upper Crust Bakery. The text is easy to read and provides excellent contrast on lighter backgrounds. The design of this logo would be appealing to both men and women in their twenties to sixties. They are lower middle to upper middle class, and enjoy spending a morning sitting in a warm, sunny café enjoying a pastry and a cup of coffee. The target customer has traveled somewhat, although possibly not to Paris. They want something classy and cultured without feeling as if this is a possible financial strain. The colors and fonts are cheery and warm, giving the target audience a feeling of traveling without leaving their neighborhood. The design communicates comfort, warmth, and satisfaction.