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Redwood is a passion project for a pastry shop, producing and serving authentic italian pastry.
Their values are honesty, passion and spirit of community. They envision their brand personality as being modern, authentic and approachable.
Brief
A pastry shop start-up targeting young adults plans to serve their products through delivery apps but also in their shops. The brand has to be perceived as friendly, modern and approachable.
Services
Naming
Brand Strategy
Visual Identity
Product Packaging
Communication Materials
Naming
Redwood is the common name for sequoioideae, a specific subfamily of coniferous trees popular in Rome, Italy.
A hint to freshness and green nature, elements that the company would like to convey as a brand. We selected this easy to pronounce name that will help the brand differentiate from the generic italian names competition is having.
Brand Strategy
For an Italian pastry producer that is targeting an international market, Redwood needs a memorable brand that distills their values of honesty, passion and also gathers an engaging community around their brand.
Competitor Analysis
Other brands in the space are using Italian flag inspired colors and branding elements reducing
significantly their ability to be identified and speak to their target customers.
Outcome
We moved on to create a brand that would appeal to an international market, embody the company values and be memorable, we did that by making it simple and at every opportunity different than other manufacturers in the industry.
Visual Identity
The main identifier, Redwood wordmark logo is based on a modified decorated serif with prominent swash terminations at first and last letters. Using the curved swashes helps the logo convey a sense of creativity and mastery in their craft.
We placed the tagline in a circular format around the last letter of the logo, suggesting a “cherry on top” kind of visual esthetic.
Due to the limited legibility of the tagline the logo with tagline will be used only in specific situations where the minimum size is ensured.
Visual Identity
The secondary identifier, Redwood monogram logo version will be used in situations where the dimensions of the main logo will not fit properly like packaging or embossed in pastry.
Product Packaging
We created packaging materials using the selected colors and also the additional patterns in the shape of a organic cloud contour. Color selection with a high contrast on the packaging is a significant differentiation method that is making the brand instantly recognizable.
Communication Materials
We imagined different communication materials to bring the vision of the brand to life.