To develop a complete visual identity for a Stockholm-based independent cakery – from brief to finished brand universe – that felt warm, playful and scalable across platforms.
The project was led as an independent freelance project from brief to delivery. A moodboard was developed to define brand personality before moving into logo design, color palette, patterns, custom icons and illustrations. The identity was tested and adapted for packaging, social media templates and digital content.
Tools: Adobe Illustrator, Photoshop, Adobe Express, Adobe XD.
A coherent and flexible brand universe including a responsive logo, color palette, graphic patterns, full illustration set, social media templates and video content – all delivered to client.
Rana’s Cakery was my first major freelance project with an international client, and it taught me something essential: translating a personality into visual identity requires listening far more than designing at the start. The Swedish cultural context influenced the tone — more understated than I might have chosen instinctively. It is a project I am proud of because it holds together; the identity remains consistent regardless of format or platform.
