I was part of a team at Bruce Mau Design asked to redesign the identity system for Dufflet Pastries. In our research, we discovered that Dufflet Pastries is a tantalizing mix of contradictions: modern and classical, accessible and best quality, sophisticated and fun. There are many words that describe the Dufflet brand—delicious, spirited, lively, playful, fanciful, smart—and our creative direction intended to embody these elements. We combined a very classic but modern approach to typography with the fanciful swirl, inspired by the pattern created by a spoon stirring batter in a bowl.
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After designing various store and packaging items, I wrote a comprehensive brand standards manual for Dufflet's in-house design and marketing staff to use as reference for future products and marketing pieces.
Cake menu, cup sleeve, sugar packets, napkins
After we developed the logo, I designed all the store marketing and packaging items such as cake menu, signage, napkins, cake boxes, print and bus ads, coffee cups, plates, and future product prototypes.
I added other fun elements to the swirl to expand the brand, such as another colour (pink!), the slogan Eat More Cake and the spirograph as a playful floral-like decorative pattern.
The words on the circumference designate cake slice sizes.
Used in the retail stores, the dessert plate and cup were to be a little special: I used pink for the logo, the spirograph flowers as a dainty element, and we had the slogan "Pure & Sweet" piped in icing, photographed and printed on the plates.