Logo Redesign: Upper Crust Bakery & Eatery
Research & Ideation.
Using the original logo for Upper Crust Bakery & Eatery, a restaurant in Chico, CA, I worked to design a logo that I felt better represented the restaurant and its voice. First, I reviewed their website and read their About Us section in order to better understand what messaging they were trying to convey. From there, I created a word map of words that they either stated directly or that I felt conveyed a tone they used. Their current logo didn’t seem to match up with their friendly, community-oriented vibe. Some words that stood out to me were: quality, wholesome, friendly, and fresh. The main problem with this tone in comparison to the logo is the color choices they used which are mainly a heavy black and an earthy green. I believe their current logo displays more of a formal or fine-dining tone and so I set off to create a design that not only conveyed an image of what they’re wanting to showcase, but one that also would be brighter to help convey the correct vibe.
Digital Rendering.
Using Adobe Illustrator, I created a mockup design for the mobile and what it would look like fully assembled. The texture of the design indicates that the material is made of cardboard. The dashed lines are implied corrugated marks to make cutting the mobile pieces easier. For the coloring used, I would advocate for soy-based ink. Soy ink is made from soybeans. Compared to traditional petroleum-based ink, soy-based ink is accepted as more environmentally friendly. I also considered how the mobile pieces would be attached to the container lid, and I considered that either the person who purchased the product could supply the string, or included inside could be strands of twine string made of natural, biodegradable material.
Sketch Refinement.
Next, in order to help the purchaser understand how to assemble the mobile from the product packaging, I designed an instructional insert/pamphlet to be included in the product container. Using Adobe Indesign, I compiled a front and back, 6-page guide, and for the purpose of this insert, added a section stating that string and scissors will be needed to complete assembly.
Updated Logo with Grid.
Using Adobe Dimension, I created a 3D image showing various angles of the container. You can see that the lid would pop off and has lines indicating holes that you can either cut or punch out for the string to tie to. For more insight into how I composed the branding for the package, please visit the BRANDING page.
Color Change and Variations.
Next, in order to help the purchaser understand how to assemble the mobile from the product packaging, I designed an instructional insert/pamphlet to be included in the product container. Using Adobe Indesign, I compiled a front and back, 6-page guide, and for the purpose of this insert, added a section stating that string and scissors will be needed to complete assembly.
Final Logo Design.
Using Adobe Dimension, I created a 3D image showing various angles of the container. You can see that the lid would pop off and has lines indicating holes that you can either cut or punch out for the string to tie to. For more insight into how I composed the branding for the package, please visit the BRANDING page.
Logo Mockups.
Here you can see my completed final redesigned container used in an advertisement as well as a display of all the pieces. I decided that a type of cork with a high density would be a better choice than cardboard because it’s more sustainable and also more durable. Note also that the original container also had the candies wrapped in plastic while I aim to show a better option using wax paper instead. In a perfect world, I would love to see the company that makes these have a donation aspect where for every 1 purchased, 1 is donated to a mother in need in a third-world country.
To learn more about the original product, please visit their website HERE.