Flour - Graphic Design Brand

Role: Concept Development, Graphic Designer
Tools: Adobe Photoshop, Adobe Illustrator
Collaborators: Danielle Ragas 
Date: Spring 2014

Flour is a bakery & restaurant for dessert lovers with a penchant for flowers. In a team of two, we had to design an identity which included a logo, presentation, business card, letterhead, and product applications. This was to all be compiled into a branding book.

Examples of stationary for Flour.

Examples of stationary for Flour.

Sketches of the Flour logo development.

Sketches of the Flour logo development.

IDEATION

We wanted our brand to stand out from others. Flour has a unique concept because it uses a type of flower in each of its recipes. The qualities and characteristics of our brand is indulgent, colourful and delicate. This helped drive our design in the right direction. We wanted something simple, but still creative. Our process for designing the logo is shown in following image.

The preferred and alternate logos for Flour.

The preferred and alternate logos for Flour.

 

THE LOGO

After many iterations of the logo, we finally developed a concept that complemented the brand's qualities. The fork and tulip represent Flour's unique aspects: a flower themed restaurant and bakery. A circle, which is also symbolic of a plate, is used to neatly tie the logo's elements together into one symbol. There is a preferred logo, that uses multiple colours as well as an alternate logo that uses those same colours but separately. 

 

The chosen colours for the preferred and alternate logos for Flour.

The chosen colours for the preferred and alternate logos for Flour.

LOGO COLOURS

Flour's complimentary colour scheme was chosen to convey a fresh and bright atmosphere. The pink and green reflect the natural colours of flowers, and the hints of yellow in the green convey a warmer and friendlier tone. The alternate logo can be coloured in either black, green, or pink.

 

The chosen typeface used for the word 'flour' in the logo.

The chosen typeface used for the word 'flour' in the logo.

TYPEFACE

Flour uses the typeface Mank Sans. Its easy readability, neatness, and causal feel communicate a friendly and inviting atmosphere.

 

 

 

LOGO APPLICATIONS & STATIONARY

Examples of our logo applied to various packaging items like boxes and bags as well as a letterhead and business card.

The Flour logo applied to a cake box and cookie bags.

The Flour logo applied to a cake box and cookie bags.

Letterhead for Flour.

Letterhead for Flour.

Business Card for Flour.

Business Card for Flour.

REFLECTION

This was my first graphic design related project in university. It was a very interesting project and I really enjoyed working on it. It taught me about the dynamics of working in a team, because not everyone has the same opinions as you do and you have to work together to adapt the work into something that everyone on the team likes. Another thing it taught me was how to take constructive criticism; communication is really important in design and when designing a brand you're working for your client and you're working towards making that client happy.