Excuse me while I do a little happy dance. We’ve just presented the brand identity concepts to the lovely Rachel of Sugar Moon and she is thrilled. Which makes us very happy too. Interestingly Rachel’s favourite wasn’t mine or James’ and as we haven’t asked you to vote on a logo for quite some time we thought it would be fun (and incredibly helpful) if you would help Rachel pick a concept.
The Brief
Sugar Moon is an artisan bakery which will be selling brownies packed with big flavours. They’ll sell via an online shop, through delis and cafes and also at events around the country and we wanted to come up with an engaging, distinctive and quirky brand identity that would resonate with Rachel’s most profitable clients.
Brownies are the sort of gift you can send to men as well as women, so we needed something that both played to Rachel’s femininity (so that it felt right to her) but more importantly, would be taken seriously by all recipients. I think that when you give a gift you want to say something about yourself and the person you’re sending it to. Send a Fortnum and Mason hamper and you’re saying “You mean a lot to me, I’m a person of exquisite taste and nothing is too much for you”, send a Biscuiteers box and you’re saying “You’re special and I’m quirky and full of personality”. Send a Sugar Moon box of brownies and you’re saying “You mean a lot and I’m a passionate and expressive person”.
The texture, pattern, colour and fonts all work together to create the gorgeous look and feel; but which do you think is right for Rachel’s business? And should she take elements of each or do you think they’re right as they are? We’d love your thoughts!
Concept One
Gorgeously quirky this concept is full of bags of personality and has a fun, engaging and lively feel. The quirk in the fonts and the strength in the colours reflects Sugar Moons’ strong flavours and the artisan feel of the brand.
Concept Two
Slightly more traditional in feel but still throroughly modern. The softer, more feminine colours and fonts play back to the family heritage – especially with the textured pattern.
Concept Three
Over to you…
As prospective brownie gifters, we would love to hear from you! Which concept do you respond to best and why? Should the final brand identity be a hybrid of the concepts above or do you have strong feelings about one or the other? You know we love your thoughts so get sharing…
I would choose concept three, although I like elements of the other two; namely the middle line of symbols on concept one (and the way they are used on the paper bags) and I like the rustic packaging on the second moodboard for concept two. I think the main logo for concept one is too ‘scratchy’ and the main logo for concept two has a retro vibe. Both are also quite feminine. I love the logo for concept three – it is distinctive and quite rustic without being twee or too feminine. The colour palette is vibrant and I love the wrapping. It looks great!
Yes those illustrations are gorgeous aren’t they? Ian our Account Manager created them. Thank you for your comments – really appreciated! Looking forward to seeing where we take this next
I like 1 – for its modernity and I feel it’s got more of a connection to the ingredients, which makes me want that brownie.
I know! No 1 was my initial favourite too, although I’m definitely coming round to concept two. Thanks for your comments
I like number two. It’s elegant and exclusive, but still very enticing. To me this really says, ‘High-quality’ product, but with individuality. I like the colours too.
Yes I think that font has a real entice factor doesn’t it? The description for the font says that it tells stories
gorgeous…
I’m for concept 1 – to me this one seems more balanced male / female. I like the retro styled ‘badges’ that give it a real established feel, whilst the packaging is strong and contemporary. So subjective though isn’t it – 3 comments so far and all for a different design
Concept 2 is, for me, considerably better than the others. It’s the solid geometry of the circles that give a stamp of quality. It leads me to expect that the products will be classic, rich and geometrical too. However in Concept 2, unlike the others, you have to look twice to see that they are selling brownies. The curved first line is lost against the bold and unusual “Sugar Moon” font. Mm, looking at it again maybe it’s a bit too unusual – what font is it?
I like option one best. It seems to fit the business beautifully.