The Bakeshop
Branding & Identity, Packaging, Print
The Bakeshop
2018
The Bakeshop is a cupcake shop in Maruyama, a fashionable district of Sapporo, Japan. The Bakeshop serves up not only beautiful cupcakes but other authentic American sweets as well. Aimed at young women, we went for a cute and pop design to complement the colorful cupcakes. Bold black typography lies on top of fresh pastel and white backgrounds, bringing a more contemporary feel.
For the logo, we wanted to create the B and S out of just 2 elements. Doing so gave us the freedom to play with the letters and create various patterns. The B and S of the monogram are simplified to abstraction, so for the logotype, we created a whole new set of letters tom maintain legality. The logo looks as if each stroke were hand-piped from the cupcake frosting, giving a playful feel.
Project: The Bakeshop
Creative Direction: Ryo Ueda
Design: Ryo Ueda, Anna Petek, ect.
Intern: Alessandro Riva
Interior design: Suuki japan
Photograph: Hideki Akita
Year: 2018
Client: Joyz Factory
Sapporo ADC2019 Logo & Typography Category Selection / VI
Sapporo ADC 2019 Packaging Category Selection / Packaging
Sapporo ADC 2019 General Graphics Category Selection / Open tool
Featured in:
Retro Style Design [PIE BOOKS / Japan] (2019)
MdN Designers File 2019 [MdN Corporetion / Japan] (2019)
Branding with Style [PIE BOOKS / Japan] (2021)
MdN Designers File 2021 [ MdN Corporetion / Japan] (2021)
Designer's Collection [Seibundo Shinkosha / Japan] (2021)
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![](https://freight.cargo.site/t/original/i/a9f5ce2c7b93e98050c7f82a778e1350b1133c749611501c419ea7818383a23e/The_Bakeshop_WEB-14.jpg)
![](https://freight.cargo.site/t/original/i/868216f40ab10b841244b1427b5cb4bac045ab0fdf39cfc115390e16d4ba8edb/The_Bakeshop_WEB-7.jpg)
![](https://freight.cargo.site/t/original/i/9721489e731e3622e94dd5d7a7c683d58dbec9888a1c1f1be54a2b15228d0f0a/The_Bakeshop_WEB-12.jpg)
![](https://freight.cargo.site/t/original/i/a8a5a127878cf8f8910ef354ec7f8a49b16edc52f2df70cc3b75faa8484c41ee/The_Bakeshop_WEB-15.jpg)
![](https://freight.cargo.site/t/original/i/7cfbd06a6322e9534bedffc3c3dbd5c8cd3beec4a337b8cf3a91652c789197ec/The_Bakeshop_WEB-17.jpg)
![](https://freight.cargo.site/t/original/i/50e9fadde064d6020cd57a4b8312c090aff1b6b7e27f62fb1ff669171d45e272/The_Bakeshop_WEB-16.jpg)
![](https://freight.cargo.site/t/original/i/bb62c6b20d020c7ff8308690be6357a4f8b9bb46134bc6a38d2c5d0e12fc6f7b/The_Bakeshop_WEB-4.jpg)
![](https://freight.cargo.site/t/original/i/fe0a715758b7dcde68749206e5834d6e19acdf18ab2deedf38d26b778010e8de/The_Bakeshop_WEB-2.jpg)
![](https://freight.cargo.site/t/original/i/fe8ef6e45c4f9725250101fb309e931c12a15e8d2adf408858ed56f9d3bd9e04/The_Bakeshop_WEB-1.jpg)