A whimsical identity for a growing confectionary retail brand.

In the original identity, I utilized a calligraphy font and an organic illustration of a cupcake to form Phoebe's distinctive identity. Keeping in mind the needs of this growing business, I improve the legibility of the application while firmly grounding and balancing the wordmark.

From a structural standpoint, replacing "Cupcakes" with "Bakery" better described the product offering. This hierarchy also enabled complimentary product branding of Phoebe's product lines: Phoebe's Cupcakes, Phoebe's Pastries, Phoebe's Coffee, etc.