PROJECT BRIEF
To create a brand for the company chosen.
Pieces included are:
Pieces included are:
-Stationary Set (logo, letterhead, business card & envelope)
-Additional Collatoral (invoice, order form, gift card, apparel & cake labels)
-Extended Identity (cupcake packaging & website)
ABOUT REEVES CAKE SHOP
Reeves Cake Shop is located in Akron and is a family owned bakery. They strive to please the customer and have been in business for about 30 years. All of their recipes they use for the cakes have been in the family for a very long time and has a strong family essence within the business. The audience for the, would be any age and any gender. They do many different cakes for different occasions such as weddings, birthday parties, retirement parties, graduation cakes, baby shower cakes and baptism cakes. Outside of just cakes they have a wide selection of cookies and pastries.
VISUAL GOALS
Reeves Cake Shop is known for their creative cakes and pastries. The identity is kept fun and eye catching with fun patterns, colors, shapes and voice. The brand keeps a “celebration” theme throughout all of the pieces. Each piece is very different from each other yet keeps a consistent feel by using the same colors, type, geometric shapes and icons.
The redesigned Reeves logo is based off of a spatula used in baking. The handle is removed to simplify the logo and make it more of an abstract and minimal piece. The regular size logo has the company name at the bottom in Avenir. When the logo is condensed down to a smaller size where the type can not be legible it drops the bottom type. The R in the spatula is in the DIN Condensed typeface.
The cupcake packages come in three sizes, a single cupcake, four cupcakes and six cupcakes. The form of the packaging supports the quirky and geometric design of the Reeves brand. As the amount of cupcakes in the package goes up the point of the diamond shape gets less intense to reduce the size of the package and make it easier to handle and commute with.
