My role: Brand Identity Design, Packaging Design, and Illustration
2023
With the high demand for vegan options, PlANTS&FLOURS, an emerging Berlin-based bakery encourages a healthy gluten-free delicious alternative with a unique twist. They say we eat with our eyes, is there anything more beautiful than flowers? How about edible flowers? Cakes that not only help people who follow a plant-based diet to celebrate with a good consciousness but also look fantastic. PLANTS&FLOURS make it possible to have it all.
I chose the hand-drawn approach to convey a sense of authenticity, warmth, and personal touch, reflecting the artisanal quality of the bakery's products. The logo mirrors the natural beauty of the edible flowers that the bakery uses.
The thought process involves careful consideration of color palettes, ensuring that they evoke a sense of freshness and beauty, and reflect the organic, plant-based philosophy of the bakery. Delicate lines and intricate details in the hand-drawn elements aim to communicate the meticulous care that goes into the creation of each cake.
The thought process involves careful consideration of color palettes, ensuring that they evoke a sense of freshness and beauty, and reflect the organic, plant-based philosophy of the bakery. Delicate lines and intricate details in the hand-drawn elements aim to communicate the meticulous care that goes into the creation of each cake.
With the vegan baked goods market becoming more saturated, it seems to be overpopulated by brands using only the 'plant-based alternative' as their unique selling point. They tend to focus on the utilitarian side, portraying the natural ingredients and formulation process of the product. To build up on this trend and go a step further, PLANTS&FLOWERS features an intricate flower logo design with bold typography, symbolizing a simple clean base - the structure of the cake - and elegant beautiful flower decoration on top, highlighting the use of natural edible flowers on each type of cake, while creating a welcoming, environmentally-conscious, and uplifting presence for the brand.
A combination of a logomark and a logotype at the core of the brand identity, the logomark design is intricate and detailed, drawing attention to the brand name that is bold and simple.
The brand identity uses the contrast between the use of san serif typography in the logo representing the simplicity of the ingredients and cake layers, detailed illustration, and negative space to create an unmissable product both in the overcrowded street space as well as in a digital space.
From the brand identity design to packaging design, merchandise design, and campaign design, the brand translates its priorities - health, and appreciation of beauty through supporting illustration, balancing a health-centric approach without compromises with a sense of human relatability - the desire to make things more beautiful.
Adding extra to what is known within the vegan baked goods category through the emphasis on beauty, while not compromising on health, celebrating and enjoying in style.
The overall goal is to create a visual identity that not only communicates the vegan and floral aspects but also conveys a sense of celebration and the delightful experience customers can expect from the bakery's offerings.
