Skull and Cakebones is a locally sourced vegan craft bakery that has been filling the shelves of Whole Foods, Central Market, and other specialty food retailers since 2013. I enthusiastically joined the company as their In-House Designer and spearheaded a comprehensive brand redesign leading up to the launch of their first retail location.
The top priority was to create fresh packaging for the full product line. The new design aimed to sustain and increase brand value-perception, reflecting the owner's taste and the company's growth.
The challenge was to effectively meet the visual objective without isolating the company's loyal customer base or decreasing brand value perception.
Working closely with the Co-Owner and Chief Creative Officer of Skull and Cakebones, we went through multiple iterations to refine the company's aesthetic direction. Ultimately, we found a style that effectively conveyed the energy and mission of the company while still remaining recognizable on the shelves.
The new branding was developed to adhere to the visual standards of the Skull and Cakebones packaging.
SKETCHES AND CONCEPTS
1A: rudimentary map of priority content.
1B+1C: Initial sketches, exploring treatments, literal imagery, sketch concept for current substrate (freezer safe-matte kraft.)
2A: First run blocking out colors
2B: The base idea for what became a signature graphic asset; partner identification mark.
3A: Blocking out colors specific to seasonal flavors
3B: First form of 4 Skull & Cakebones signature brand expressions;
- a custom repeating pattern
- product partner marker revised
- three-point quality mission
- discreet vegan label
