ROLE: Art Director, Designer & Illustrator
CLIENT: Zooey's Homemade Treats and Goodies
YEAR: 2020
The Challenge
To create the complete branding and identity of Zooey's Goodies, facilitate the creative direction of its various collaterals, and execute stunning visuals for the brand through design and illustration
The client wanted a vibrant yet retro look that would target young consumers with its friendly yet trendy atmosphere. The colors used were vital to the brand conceptualization and creation, emphasizing the youthful, cute, and fun vibe.
In order to create an impressive logo mark, I created a stylized logotype and an illustrated mascot.
The logotype can be seen as continuous script letterings signifying the "gooeyness" and tasty treats the bakeshop has to offer. I decided to change the original z to a different font type to keep the emphasis in between the word––particularly from o to y. The double O's also signify a pair of fun-looking eyes looking down at the words treats & goodies, an action we often do when we find some tasty food we'd like to try.
Pengooey, on the other hand, follows the store's theme of friendliness, uniqueness, and fun.
Go check out Zooey's here!
Branding, graphics, and motion: Joane Fides
Food photography and graphics: Joane Fides
Food photography and graphics: Joane Fides
Photo credits
Modified Bag: Jennifer Burk
