The owners wanted to keep their existing mark, which was important to them. Hidden in the logo you can find each of their names “Lee” and “Ana”, as well as a molar tooth (an ode to their other professions as dental hygienists). All together the strokes form a cupcake. When revising the logo, I sought to make it more whimsical, almost as if it were made of frosting. Attention was placed on adding volume, aiding legibility, and creating balance.
Leanne and Ana desired to elevate their packaging design system. We remade their standup bags in a cohesive color system to distinguish between three product tiers.
