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Fancy Wheat Field Bakery is an Asian bakery located on San Bruno Ave in San Francisco, CA. They offer an extensive selection of bread, pastries, cakes, and cookies.

The bakery needs a new visual identity including a brand logo mark, use of typography, brand color palette, and examples of the brand in use. A redesign of their visual identity would make the bakery stand out more as a Asian bakery. The new brand for Fancy Wheat Field Bakery will be beneficial since it will provide the company a stronger sense of coherence and identity that better reflects the establishment’s
theme.

The identity of the bakery will feel more specialized and sophisticated by developing a brand-new logo mark that highlights the distinctive elements of baked goods. While still being somewhat serious, the brand logo mark will be jolly. This ensures that it
matches the vibe of both the interior of the place as well as images used throughout the bakery.

A brand logo mark that identifies Fancy Wheat Field Bakery as an Asian bakery is urgently needed because the bakery currently lacks a logo for their storefront signage.

The current customers of Fancy Wheat Field Bakery are most likely locals in the San Bruno Ave area. Ranging from teenagers to elders who wanted a quick snack or try out a variety of Asian baked goods, including bread, pastries, cakes, and cookies. The bakery serves the local community within a 10-mile radius, including urban and suburban areas. It may also attract tourists and visitors looking for unique bakery experiences.

They chose this location because it’s predominantly in the Asian neighborhood and only place that specializes in Asian style baked goods. Customers like how Fancy Wheat Field Bakery is very welcoming because the environment looks clean and the smell of
fresh pastries fills the air as you are coming into the bakery. Pastries are reasonably priced which makes it accessible for anyone who wanted to try it out.

The bakery exudes an elegant and inviting ambiance with its tastefully designed interior, comfortable seating, and warm lighting. It provides a serene environment for customers to enjoy their treats and engage in conversation. Their current identity works well because they use a image of a house throughout their products to let customers know that
it is a bakery. At the same time, it isn’t working well because the image of a house feels like it’s been overused many times before. 

The sign that is outside uses a bold sans-serif font and lacking a logo to establish its brand. Adding a logo would step it up a notch and would stand out more than the other competitors. The interior is mainly light brown and white with accents of black throughout the bakery.

One of Fancy Wheat Field Bakery’s competitors is Sheng Kee Bakery, which is located in Westlake Shopping Center. Sheng Kee Bakery is a well-known bakery chain that originated in Taiwan and has expanded to various locations in the United States. The bakery specializes in Asian style pastries, cakes, and bread, offering a wide range of delectable treats inspired by Taiwanese and Chinese culinary traditions. They are at an advantage because they have a bigger indoor seating area where customers get to enjoy their treats.

Another competitor is 85°C Bakery Café located in Daly City. 85°C Bakery Café is a popular Taiwanese bakery chain that has gained international recognition for its wide selection of freshly baked goods and specialty beverages. They have multiple locations around California, making it an advantage. In terms of disadvantage, it doesn’t give off this homey feeling even though it’s clean and minimal.

A mood board was created to get a sense of idea and direction that the rebranding should take. Images of Asian style pastries were added to the mood board because it still maintain that part of the element throughout the design process. Wheat image was added because containing that element would be important. Green and yellow color was added to the mood board because it gives the feeling of freshness. 3 different type were
chosen and added to the mood board for legibility.

A 20 word list was created to get a sense of idea and direction of the rebranding. When writing the word list down, ideas of what bakeries offer were jotted down. Examples like cake, coffee, bread, egg tart, mooncake, cupcake, smoothie, baguette, roll cake, and hot dog. After listing the food, items being used in bakeries were listed out. Examples like pastry chef hat, rolling pin, whisk, measuring spoons, measuring scale, and measuring cup.

Visual vocabulary thumbnail sketches was created so we can visualize a idea of what the words look like.

A minimum of 40 distinct logo concepts with the name of the business were drawn out to get a sense of proportion. Among those 40 sketches logotype, symbol, and abstraction was considered when sketching the logos.

After collecting all the initial research, word list, thumbnail sketches, graphic reductive sketches, and in-class discussions, a 2-3 pencil sketch logos with both the logotype and logomark was created. A sketch of the mooncake, windmill, and abstraction of shapes
were chosen to move forward with. Decided on the mooncake to move forward with because it best represent the brand. More ideation of the mooncake was created and this time playing around with positioning of the wheat and type placement.

From the 2-3 pencil logo sketches, 3 different logo design was imported to Adobe Illustrator on 6x6 inch square Artboards. Basic shapes and forms were constructed on the logomark. Different typefaces and type treatments were then implemented with the logo. The 3 different logo design directions were then explored in all variations with type.

Mooncake logo design was decided on the final. Black and white version of the mooncake logo design was created. Each iteration was finding the right type placement, wheat placement, and legibility from a far. From the feedback collected, main suggestions were
choosing another type and wrapping the text outside of the mooncake to make it more readable. Ended up moving forward with final logo option 1.

Using Acumin Variable Concept (Bold) for the Fancy Wheat Field Bakery logo. This typeface is clean, simple, and legible from a far distance. Acumin Variable Concept (Bold) typeface was used to wrap the outside of the mooncake as shown later on in the process.

For the main colors, staying with neutral tones tend to work better for the brand. Complementary and triadic colors doesn’t work as well. The single color and analogous colors tend to work better since it’s not overly flashy to the eye but rather subtle.

Using a earthy color palette as the main colors for the logo. This gives the logo a freshness appearance while keeping it elegant and clean.