OUGD603 - Cherrytree Bakery Brief - Initial Designs

After some deliberation, I have decided to go with the name 'The Dough Hook'. I felt like having the name as 'the ___ _____' gave off quite a decadent vibe, and the dough hook relates to the equipment that would be used. It adds a nice 'homemade' feel.


I started playing around with different typefaces and looks. I was quite keen to have serif typeface as I felt this added a level of formality, luxury and decadence.



I really liked this particular typeface 'MADE Canvas'. I liked how the serif added a formal element, yet the typeface still had a contemporary and modern feel.




I felt that a strapline would be beneficial for the branding as again, it adds that luxury element. I took words from the brief to put one together. 'premium hand-finished products'. I loved how this came across underneath the brand name, so I tried out a little mockup to see how it could look.
 


It was also important to me to start thinking about a potential logo/imagery as well. I wasn't sure this would necessarily be needed at first, and thought that I might just go with text rather than an image, but because the brand name was referring to an object, I felt that maybe the object needed to be pictured/shown.

I researched images of 'dough hooks' and started experimenting with them within Illustrator.



Experimenting with different widths/thicknesses/effects;



I really liked how the 3rd hook looked - the difference in the width/thickness of the strokes stood out to me as I felt it matched really well with the MADE Canvas typeface - which also varies in stroke width.