Illustrator | Photoshop | InDesign | XD
The Last Crumb is your friendly local bakery that provides fresh and nourishing homemade recipes for your favorite bread, pastries, and on-the-go meals. They use the best ingredients and healthy alternatives for all dietary needs.
The Last Crumb Baked Goods is an academic project that required creating a rebranding for a local business. I chose to do a local bakery situated in Lonsdale in North Vancouver. For this project, I used multiple Adobe programs to create the brand guidelines, merchandise and digital assets.
The first part of this project was establishing the bakery's mission, vision, and values. I crafted the language through research of the area and the current business to be playful and welcoming—hence, using the word 'crumb' as a driving characteristic to reinforce the brand.
Once the brand personality was determined, I produced a 32-page brand guideline in InDesign for the new branding.
To begin the design, I started by conceptualizing the logo, typography and colour palette. I wanted to create a brand that was cozy, inviting and friendly to reflect the main target audience – families that enjoy the local mom-and-pop shop.
With this in mind, I decided to create a caricature of a slice of bread with exaggerated features as the logo. For the typography, I went with a rounded sans serif, Filson Soft, with modifications to certain characters to create a clever and harmonious design between the visuals and the type. The colour palette is an analogous colour palette inspired by bread and jam.
For the deliverables, I designed a variety of assets, from printed materials, such as packaging, to digital marketing materials, such as a landing page. When creating these materials, I illustrated a pattern in Illustrator that was used across all platforms to create a sense of unity. The design is of baked goods and pieces of bread to reflect the pastries made in the bakery.
For the web deliverables, I used XD to create the landing page, which highlights the bakery's best sellers and online ordering options, which are lacking on the current website. I also included the social media assets in the website to draw visitors to their other platforms for better community engagement and advertising.
To conclude, The Last Crumb rebrand had its constraints in creating a visual language that appeals to both younger and older audiences. However, it was a challenge that I enjoyed balancing playful and professional design.
