Smile, there's dessert (need not necessarily be part of logo)
What We Do
A premium dessert bar and cafe that also retails a very limited selection of signature snacks, milkshakes and coffee
Top Three Things to Communicate
#1 - That this is a premium dessert bar and cafe. Minimal, stylish, chic and engaging in design and service attributes
#2 - All brand attributes are designed to detail in form and function to the philosophy of "minimalism" and expected to be beautiful, clever and cocky. Like a book cover that lets judge the book for good even before it has been read
#3 - The cleverness, beauty and simplicity of the brand attributes are expected to themselves raise the bar of customer expectation.
Our Target Audience:
Young couples, families and individuals with above average dispensable incomes. Creative people (especially women & children) in the age group of 5 - 50 who take regular time off to unwind in a leisurely, cool and vibrant environment with family & friends and indulge in fruity, sweet delicacies like parfaits, trifles, puddings and ice cream sundaes. Target customer group is known to be aspirational and keen to be associated with a brand that conveys their prosperity, social extroversion and youthful attitude.
Gray, Peach, Green, Raspberry red, Black. Incorporate CLARITY & MYSTERY (as in attached classic logo references)
Our Ideas and Additional Information:
We expect the logo to have a clever element that captures the essence of the brand for the desserts it creates. As this is a rebranding exercise, we are moving towards a classier, more chic and contemporary look and feel while keeping the fun element intact. However, underplaying the fun element and showcasing it as a creative attribute of the brand. The key word being "cocky" as we expect to take an over-confident stance with the flavour combinations of desserts we plan to roll out. However our cafe and food selection is also part of the menu though only taking up 30% of the space.