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.
Creative Direction: Ryo Ueda
Art Direction: Ryo Ueda
Design: Ryo Ueda, Atsumi Nagasawa, Anna Petek, Alessandro Riva
Copywriting: Atsumi Nagasawa, Anna Petek
Retro Style Design（2019）