2023
BRANDING
Confection Connection: SEP Bake Sale 2023
Confection Connection, a student-led bake sale in Mumbai, stands out for its unique feature-over 40+ baked goods, each meticulously sourced, baked, and marketed by the aspiring batch of bakery chefs from the School of European Pastry's 2023 class. This dedication and hard work are evident in every single item.
Designing the marketing visuals for the event began with exploring fundamental motion language, later evolving into a full-fledged event branding undertaking—the visual style aimed to balance playful elegance while ensuring agile and efficient execution.
01
VISUAL SYSTEM
The nimble visual system fused elegance with playfulness.
While the lineup of goods varied beyond Europe, most items were French viennoiseries—rich, puffy, sweet, and delicious. The visual DNA was developed to balance elegance—something sought-after in French pastries—and an accent of playfulness, reflecting the attitude amongst the cohort of bakers. This unique balance created the type, color, and motion choices.
02
TYPOGRAPHY
The condensed slab serif, married with a mono-spaced type, was a delicious combination that propelled the brand's visual style.
Magno Serif, an ode to metal typefaces, met the requirement for a treatment representing a stout, stamp-like wordmark. Space Mono provided a utilitarian aesthetic and functionality, with its ability to be legible even in small font sizes, which is critical to striking the said elegance.
03
COLOR
Bright yet subtle, distinguishable yet straightforward—the color palette served to dress the boxes and organize the pastries.
The brand's palette, inspired by French boulangeries, was visually appealing and highly functional. Bright and near-pastel color tones were paired with lighter accents, allowing space for text and other elements on the packaging and serving as extended shades to build assets. Each color pair includes a primary and a brighter shade, and every pair is linked to a pastry type, ensuring a cohesive and organized visual identity.
04
APPLICATION
From social media activations to banners for tables, print mechanicals were designed, packaged, and organized in an easy-to-digest fashion.
With a tight turnaround, topped by various other organizing tasks, the design execution needed to be as simple as possible. Motion graphic teasers fulfilled social media activation, which was shared and reposted by staff, students, and their friends and family. Box labels, stickers, and other packaging assets, along with banners made for tables, reinforced the event's branding, celebrating the cohort's hard work and passion behind the bake sale.