PROJECT GOAL
The goal of this project was to develop a cohesive brand identity for Maddy Stange, a skilled pastry chef based in Cadillac, Michigan. Maddy had already built a loyal following through farmers markets and custom cake orders, but lacked a visual identity that matched the quality of her work. My team and I were brought in to craft a brand that customers could instantly recognize and connect with. Our deliverables included a logo, website wireframe, and a full brand package—featuring business cards, flyers, product stickers, packaging labels, name tags, and a custom awning design to enhance her market presence.
Design Tools
Adobe Illustrator
Adobe Photoshop
Skills Used
Brand Identity
Illustration
Wayfinding
CONCEPT
We began by developing the logo, guided by Maddy’s request for a script-style font and a soft, pre-selected color palette. She specifically wanted to avoid common pastry imagery like cupcakes, encouraging us to explore more unique and personal visual metaphors. Once the logo was finalized, I led the design of all supporting brand materials, including business cards, product tags, stickers, name tags, and a mockup for a potential awning. The awning design, envisioned for her farmers market setup, quickly became a key visual motif and influenced the rest of the branding elements. Its form and function helped anchor the aesthetic direction of the entire package.
