Slice of Heaven
Fall 2023 | Microsoft Office, Adobe Illustrator, Photoshop
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What is this project?
For my project with Slice of Heaven Bakery and Cafe in Bellingham, Washington, I volunteered to redesign the logo for this family-owned business because of my love for their products and my frequent patronage. I noticed that while the bakery had a loyal following, their brand visibility could be improved to help attract new customers. The bakery's name, “Slice of Heaven,” naturally evokes a sense of delight and indulgence, and I wanted to create a visual identity that reflected these qualities. I aimed to maintain the uplifting, feminine aesthetic of their previous logo while enhancing the playful concept of angel and devil imagery—playing off the idea that the bakery’s treats are “devilishly good” but still heavenly.
How did I prepare?
To begin, I conducted a review of the bakery’s existing branding, analyzing their current logo’s strengths and areas for improvement. I also considered the bakery’s customer base, which was primarily local, and the values of warmth, comfort, and indulgence that the brand represented. After understanding the business’s needs and core identity, I set out to explore various design elements that would maintain the playful, feminine vibe of the original logo, while introducing modern touches that would help the business stand out. The goal was to create a more refined and professional look while ensuring that the whimsical nature of the bakery’s name still shone through.
How did I put my plan into action?
For the redesign, I created three logo variations: a wordmark, a combination mark, and an icon mark. Each version incorporated the symbolism of angel and devil in a subtle, yet engaging way to playfully reinforce the "devilishly good" concept. I carefully selected a soft color palette with pastel tones to retain the bakery’s feminine feel while introducing a fresh and inviting atmosphere. The typography was selected to be both modern and approachable, providing clarity and legibility while still maintaining the warmth and personality of the brand. I also included recommendations for how the bakery could use the new branding across different materials, such as packaging, menus, and signage.
What were my results and lessons?
The bakery's response to the redesign was overwhelmingly positive. They expressed excitement about the new logo and mentioned that it perfectly captured the playful, indulgent nature of their treats while also giving the brand a more professional and polished look. They immediately decided to move forward with using the design across all their branding materials. One of the challenges I faced during the process was striking the right balance between keeping the original, beloved elements of the logo and making it feel more modern and professional. I overcame this by focusing on subtle updates to the imagery and typography, while ensuring the spirit of the brand was retained. This project taught me the importance of staying true to a brand’s roots while finding ways to enhance and modernize its visual identity for broader appeal. The experience reinforced my ability to design with both the brand’s history and future goals in mind.