Project Overview

• Project Type: Conceptual Rebrand (Passion Project)

• Focus: Brand Strategy, Identity Design, Art Direction

• Objective: To design a vibrant and professional brand identity for a local Colombian & South American bakery that could connect with a modern audience and work seamlessly across print and digital applications.

The Challenge

A beloved local bakery was known for its authentic, high-quality pastries, but its visual identity didn't match the vibrancy of its South American roots. The challenge was to create a new brand that felt modern and professional without losing its essential warmth and cultural authenticity.

My Process & Solution

My approach was to develop a complete brand system that told a story. The strategy was to balance modern aesthetics with a friendly, handcrafted feel that honored the bakery's heritage.

1. Logo & Wordmark: I created a custom logo to serve as the foundation of the brand.

   • Action: I paired a clean, bold font for the name "Fortuna" with a playful script for "bakery."

   • Rationale: This contrast creates a professional yet approachable feel. The design is topped with a charming cinnamon roll icon to serve as a memorable and friendly brand mark.

     
     

2. Color Palette: The color strategy was designed to evoke warmth and energy.

   • Action: I selected a palette of vibrant orange, creamy yellow, and a grounding brown.

   • Rationale: These colors were inspired by the sun-drenched landscapes of South America and the golden glow of fresh-baked goods, creating an atmosphere that is both appetizing and culturally relevant.

     
     

3. Illustrations & Texture: To emphasize the bakery's artisanal quality, I introduced a custom visual element.

   • Action: I designed a pattern of unique, hand-drawn pastry illustrations.

   • Rationale: This pattern adds a personal, handcrafted touch to packaging and marketing materials. It also serves a functional purpose by showcasing the diverse range of products the bakery offers.

The Outcome

The result of this project is a comprehensive and cohesive brand identity system that is ready for real-world application. The final design is:

• Strategic: It successfully celebrates the bakery's cultural heritage while appealing to a modern audience.

• Flexible: The system works across a variety of mockups, from coffee cups and stickers to social media templates.

• Authentic: It provides the bakery with a professional yet personable identity that authentically reflects the quality of its products.