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Twice Baked Branding

Project type

Branding & Identity

Date

February 2025

Role

Brand Designer

Twice Baked is a boutique bakery brand that wanted to stand out with a playful, neon-inspired aesthetic—something that felt retro yet modern. The stakeholders originally experimented with an AI-generated cupcake logo, but the results were disappointing: the frosting looked like hair, the logo was busy, blurry, and hard to read, and the typography was poorly integrated.

I stepped in to reimagine the brand from the ground up, designing a clean, vibrant cupcake logo that evokes the look of a neon sign—honoring the original vision while refining it into something stylish, legible, and brand-ready. The final logo features bold contrast, simplified linework, and a custom color palette to bring energy and polish to the brand.

To complete the system, I created a mini brand guide with logo variations, brand fonts, and a sweet, sprinkle-inspired color palette. I also designed a full bakery menu and mocked it up both as a print handout and in a real-world bakery setting to help stakeholders visualize the brand in action.

Brand Guide Cover

Created an abbreviated set of brand guidelines for a new local bakery and mocked it up in softback book format.

Brand Guide: Typography & Colors

Carefully curated a color palette and laid out color choices in a variety of color formats (Pantone, CMYK, RGB, & Hex). Colors are bright, neon-inspired, but legible and applicable to both light and dark backgrounds for a glowing look.

Typography is retro-inspired, but legible and paired thoughtfully to maintain an approachable and playful brand tone that pairs beautifully with the colors and graphic style.

Brand Guide: Sample Menu & Logo

Created a neon sign-inspired logo for this new local bakery that pops on both black and white backgrounds. Created a circular and horizontal version of the logo, both with and without the accompanying type. This logo is legible, recognizable, scalable, and fun.

Sample Menu Mock-Up

To showcase the newly created Twice Baked branding, I created a sample menu from scratch and applied the colors, fonts, and some on-brand imagery to show a real-world application of brand guidelines. I completely fabricated this offering of baked goods and wrote up descriptions. Much more fun than Lorem ipsum!

Clients' Not-So-Great AI-Generated Logo

This was the logo the clients brought to me, unhappy with the result. They wanted a fun, neon look, but this AI-generated version missed the mark. The frosting shape is awkward, the glow effect is just a blurry haze, and the cupcake liner’s stripes clash with the script font, making it nearly illegible. Overall, the design felt cluttered and unpolished—far from the vibrant, professional look they envisioned.