The Mrs. Brock's Identity Kit was created for a local artisan gourmet bakery. The small business wanted a brand mark that was unique, colorful and competitive. A hand lettered mark was selected from the provided options. Once approved, additional creative materials were created to support the new brand's marketing efforts.
Several hand drawn iterations of the mark were sketched before a typography style was chosen. The sketches were then scanned and converted to vector format. The selected version was refined and applied to the final brand mark.
A discovery phase was conducted to help understand design trends in the baking market. From these findings, three directions were concepted: a signature mark, a mascot mark and an iconic brand mark alternating system. The concepts were presented to the client, along with the supporting research.
Business cards and laminated labels were designed to support the clients marketing efforts. The card was designed vertically. The second side holds a simple diagonal pattern repeated from the drop shadow of the brand mark.
The shopping totes were sourced in the brand colors in various sized. Three-inch laminated labels were printed and affixed to the bags for point-of-sale marketing communication.
To assist the client with brand consistency, a style sheet of their brand guidelines was provided. The style sheet is helping the client to communicate the brand rules with vendors to help develop silkscreened t-shirts, embroidered polo shirts, social media banners and an e-commerce shopping site.
CREDITS:
Hand Lettering and Design: Mary Sarlo Carmichael
