For this project, we were tasked with either creating a new brand or rebranding an existing one along with developing brand guidelines and a cohesive brand identity. I decided to create an entirely new brand: a patisserie called Sweet Tooth Patisserie, a French-inspired bakery based in New York. I crafted a detailed backstory to ensure that all design elements were consistent with the brand’s theme.
I chose elegant yet playful fonts and incorporated intricate embellishments to reflect the bakery's refined yet approachable look. The logo design began as a hand-drawn concept, which I later vectorized in Illustrator. I created three versions of the logo: one for the main brand, another for packaging, and a third for communication and additional packaging needs. For the brand guidelines, I made a detailed PDF going over the chosen colours, assets, fonts, and the different logos.
To complete the project, I designed packaging, advertisements, and even a mock Instagram profile, ensuring all elements aligned with the brand's identity and story.
Take a closer look at the assets and brand identity guidelines!
