Creative Brief

Project Overview/Background

The purpose of this project is to re-design/re-brand an already existing and successful company/business. Preferably a "mom and pop" or business that isn't a chain.  During the process of this rebrand, I as a designer will create a new logo for the company, stationary, an  ad to promote their business and whatever other special projects are assigned.  I chose several different places to start with ranging from restaurants, a clothing store, a print shop and a gym, all of which I encountered on a daily basis as I traveled about a normal day.  After doing research on each, weighing pros and cons about how I could potentially expand upon them and which ones actually captured my interests, I narrowed down my decision to two places: Smooches-Sweets by Elece, an in home bakery owned by a friend of mine located in Jonesboro, GA and Maximum Output Fitness a small gym located in Peachtree/Fayetteville, GA.  After conducting further research, I finally settled on Smooches. 

Target Audience

Smooches is  your neighborhood bakery.  It's that place that you visit because you went a birthday party/wedding reception/ or special event tasted the cake (or whatever the particular pastry may have been) and went "OMG! This is good. Where can I order it for my event.  The target audience are your grandparents-- because their 50th wedding anniversary is next weekend, your little sister --because she's turning 5 and adores Dora the Explorer, a Women's Club who needs petit fours and other breakfast pastries for their annual tea.  I want Smooches to branch out to men and women of all ages who simply enjoy (affordable) good, homemade cakes and confections.

Tone/Image

I want Smooches to be warm and welcoming.  Because her cakes are still at the moment homemade I want there to be a soft feel to the bakery but still a flair and sass that will remind you that you've arrived at Smooches.  I know I want to use some pinks and browns, but I also want to use some other accenting colors that will make them pop. 

Messages

 A lot of bakeries that do specialty cakes and special pastries scream "high end" and "expensive".  I want Smooches to maintain and homemade feel that also says that its welcoming and affordable.  Smooches will remind you of your grandmother's kitchen with a slightly new edge flavor to it. The Chef puts a lot of time and effort into all of her confections while maintaining a air of professionalism and sweet sass and  I want that to come across in every aspect of Smooches. Perhaps a tagline like "Sweeter than a Kiss" or something along those lines.