Club Cupcake
Club Cupcake was a passion project of mine that I developed as a product concept. The idea was to take a traditional cupcake, and turn it into a sandwich (cake on top and bottom, with frosting sandwiched in the middle) - hence the name "Club Cupcake", playing off "club sandwich". Once I came up with the product idea, I was immediately inspired by all of the research I did on brands in the desert and cafe industry with colorful yet soft photography and graphics.
My process
When I approach a brand project, I do my research on what other brands are doing in the industry, design trends, color palettes, photography style, etc. This was my initial mood board that I developed as part of my "concept pitch" to visualize the vibes.
Logo sketches
This was a fun project because the product had the biggest influence on the logo ideation process. I played a around with typography, iconography, and illustrations. I wanted to incorporate concepts like frosting, cupcake toppers, weddings, neon club signage, and baked goods (of course). I alway like to sketch out my ideas on paper because that's the quickest way to get down my ideas.
Digital iterations
Once I had all of my sketches out, I needed to begin asking questions like "will this translate on a website?", "could this one print clearly on a coffee sleeve?", "is this one distinguishing the uniqueness of the product?". Moving from paper to digital, I needed to consider accessibility across a variety of channels (web, menu, business cards, window cling, etc.)
Final logo
For the final logo, I decided to go with an ascending cupcake sandwich. It quickly tells consumers the uniqueness of the product, while still keeping the overall design fun and simple. I can also see a lot of animation opportunities here with the cupcake collapsing on itself, which make for a great outro on a CTV or end animation on social content.
