Whisk Bakery

Overview

I was tasked with creating a new brand identity for Whisk including a logo and packaging and print collateral. Whisk is a local wholesale bakery that sells to lunch spots like Common Market and Rhino Market. However, Whisk also creates beautiful wedding cakes and special event desserts. The new brand identity needed to feel minimal but exciting, modern with timeless flair, and eye-catching without being overly trendy. The client did not want to feel ‘cutesy’, they wanted their customer to feel like their product is a luxurious choice starting with an intriguing brand and ending with a delicious bite of hand-crafted confectionary perfection.

The Purpose

The brand identity will help to make Whisk stand out from other baked goods on the shelves in local lunch retailers. It should also have enough flexibility to apply to all aspects of the company as it continues to grow.

The Target

Charlotte customers who frequent trendy places like Rhino Market and Common Market for lunch but overall will have the appeal to customers in their 20’s-40’s who want to splurge on a luxury dessert and appreciate clean design with staying power.

The final logo mark represents deconstructed classic bakery items and decorating techniques. I also referenced the dynamic action that happens in the process of baking. This solution is detailed but not busy and stands out from the competition. The client was concerned with this living on a white background too often so we also made the main mark that can live in the dark teal. We also wanted to have a brand with a variety of elements to carry across products and digital branding like Instagram posts.