Logo design, packaging, illustration for Skull & Cakebones, a bakery specializing in vegan cupcakes, cakes and other deliciousness that is so tasty you won't believe they're vegan. The Skull & Cakebones brand seeks to go against the usual cutesy style of bakeries by using a style that speaks more to alternative living, using imagery that draws from old-style tattoos, hand-drawn elements and craft paper. This project was a full rebrand, so I sought to unify and clarify the mixed messaged that the old packaging communicated, as well as to create a new logo that retained the playfulness of the previous one, while being easier to read and recognize, especially at small sizes.
As you can see, the typography in the old logo, while in line with the goals of alternative style, was overly complicated and became muddy and hard to read at small sizes. Skull & Cakebones uses the lightning bolt as a symbol on a lot of their collateral, so we decided to stick with that one element as the defining factor in their logo, instead of using really complex typography, borders and a big illustration that took up valuable real estate from the actual name of the business every time the logo was used.
After the logo was finished, we moved on to packaging, which had previously all been designed separately. It lacked the unity it needed to communicate a cohesive brand idea, so we developed brand standards and applied them to all the packaging.