logo design by Jason Toma

Logo design as part of a rebrand for Dessert Designs in Calgary, Alberta.

Dessert Designs had been in business for 5 years and was at a plateau. While things were going well, the owner knew she could be reaching new audiences and bigger clients, but felt restricted with her existing brand.

We shared many emails and met for coffee. During this brainstorming session her energy and passion for her business overwhelmed me, and the idea for the logo to base her rebrand off of struck me almost immediately

I envisioned a classic, 1950's style illustration with a hint of modern sass to reflect the owner's energy and personality. As the owner didn't want to be seen as one of the trendy cupcake-only companies, I ensured the focus item of what she was carrying was a heavily stylized cake, flanked by two cupcakes (which she does sell, amongst many other tasty temptations). The colours were kept bright, bold and simple to keep it clean and powerful. Through our brainstorming session, we were also able to tighten up her slogan, and even work on her elevator pitch.

Upon completing the logo, I was able to help create her in-store signage (pictured below) as well as brochures, business cards, online graphics and promotional photography.

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