Gigi's Cupcakes Rebrand

About Gigi's Cupcakes

Gigi’s Cupcakes was founded in 2008 by Gina Butler. Gigi’s Cupcakes opened in Nashville, TN. Today with nearly 100 locations nationwide, there one-of-a-kind cupcakes and signature swirl bring happiness and joy to their customers every day.

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Purpose of this Project:

Goal 1: Create a clean, sophisticate and luxurious look 

• Convey the sense that Gigi's Cupcakes is a luxurious, sophisticated and clean which will really reflect that to the audience and more people will want to buy Gigi's cupcakes.

• Create a brand that balances both the history of Gigi's and a clean luxurious look. 

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Goal 2: Create a Design Language that is Complementary, Flexible and Unique 

• Create a visual identity system that complements 

• Create a coherent, identifiable and memorable visual identity system that complement the new identity mark. 

• Translate the new identity into existing store collaterals as well as new ones.

• Create an information architecture that organizes information clearly. 

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Goal 3: Create a New Brand that Guides Future Progress 

The new identity should last a long time, and be a guide for Gigi's into 

the future. It should speak to the direction that Gigi's cupcakes is heading in, that is becoming well-known for its quality.

• Design a brand that is clean but luxurious and is able to show future progress 

• Create a distinctive and memorable brand that will appeal to new, interstate and for all audiences.

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Gigi's Cupcake Rebranded Mark

Pattern Created

Color Palette

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Stationary Set

Mark Utilized in Branding

Sketches