Assisting India-based dessert company in creating a fresh new brand identity.
The Purpose Behind the Project
The team at L&D wanted to give the brand a wholesome aesthetic, that showed love, acceptance, and flow of ideas. We did not want the logo or the name of the brand to take itself too seriously. Our aim was to send the message of homeliness and care through its brand identity. We wanted to have characters associated with the brand and make the same its mascot for easy identification throughout.
The Challenge
For this project, the L&D team got very specific instructions about incorporating a ‘ghost’ into their brand identity. Our main challenge arose from there. Usually where ghosts are associated with horror and gore, we had to turn the character into a funny and friendly caricature.
The Solution and the Process Behind it
The team’s aim was to take something that has a negative connotation attached to it, and turn it into something sweet and positive that people are drawn towards. We took inspiration from famous friendly monsters such as ‘Casper’ and ‘Cookie Monster’.
Our design team came up with a friendly ghost for the brand mascot — someone who liked to eat cakes, hang out with friends, etc.
The Process
It started with assembling the team who will be working on the project and debriefing them about the brand, the product, and the intended results.
The team then came up with a word book that would contain the information about the brand that we want to highlight, and that we want SEO to pick up. For Pick Up Your Spoons, these words were dessert, sweet, cakes, homely, happy, care, bakery, and love.
Using Figma, we designed the mood board for the website information.
Post the decided time frame, we met again with the first drafts, and make sure we are headed in the same direction creatively and strategically. The idea was to bring forth a combined image of ‘a friendly ghost invites you to taste the best cakes and desserts out there’.
The final products were showcased and we got a sign-off from Pick Up Your Spoons, on the website and designs and thus the work was sealed in place.
Once all aspects of the product design were finalised, we started preparing for the launch, by setting up detailed schedules and creating a press release
This is an ongoing project.