I decided not to use direct associations in branding and fill the style with figures of cupcakes, cakes, baker's hats and other things. The elements embodied the feelings, emotions and vibe of the whole community - the pastry chef and her clients.
We tested the graphic parts of the logo with a focus group. First of all, we had to test the readability of the symbols. But we also saw the success of the decision to make the graphics variable. We discovered that different people were fascinated by different symbols and each one highlighted their favorite. And this is a very good communication tool with the client.
I decided to solve the problem of market glut by developing brand merchandise. I created branded matches to add to each order, and thus increase the mention in social media. For such a business it is very important to be mentioned in publications, because that is where the main flow of customers comes from.