Branding & Identity, Packaging, Print
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
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
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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)