UPPER CRUST BAKERY

Upper Crust Bakery was described as a local bakery in need of a fresh brand to better capture its audience.  After working through several iterations, I created the brand mark to resemble the upper crust of a slice of bread.   Though abstract, it performs well as a recognizable icon and becomes easily understood with the word mark.  The secondary icon--a slice of toast--can be used for background patterning, packaging, or smaller use cases.  The stationary and letterhead is modern and comes with usage guidelines to ensure that brand parity is continually maintained after delivery.  Titles are done in a thick slab-serif font, elephant, while copy is matched with Metropolis, which is sleek and modern.  Both work together to create an easily recognized, versatile brand.