Delanie Dublin - Moonflour Cupcakery

Student Project

Brand Identity

Adobe Illustrator, Photoshop, InDesign

For this project, I developed the brand identity for Moonflour Cupcakery, a cupcake bakery based in New Orleans, Louisiana. Moonflour is a whimsical, holistic cupcake shop that emulates New Orleans’ mystical essence and strives to provide customers with healthier alternatives to a beloved treat.

As the designer, I researched the brand’s target audience to develop a logo, color palette, and additional branding tools. The brand’s final design features a unique logo and branding representing the whimsical essence of Moonflour to create a memorable experience for customers across different platforms.

The main goal of this project was to create a unique brand identity that stood out from other cupcake shops in the area. I identified Moonflour’s target audience, competitors, and strong points during my research.

New Orleans, Louisiana, is a culture-rich city with a diverse community and historic roots. This client needed branding that seamlessly meshes with the city while maintaining a memorable look. To begin the design brainstorming process, I mind-mapped everything related to the business’s location, target audience, and personality.

After refining the brand’s direction, it underwent a name change from ‘Spellbound Sweets’ to ‘Moonflour.’ The brand’s new name reflects its holistic values while maintaining its whimsy to align with the mystical nature of New Orleans.

From there, numerous logo concepts were explored to represent the brand’s name and personality. Different sketches were produced using elements like the moon and wheat plant to create a unique logo. As I experimented with various styles, I deconstructed the wheat plant to create an abstract look, leading to the brand’s final logo style.

Moonflour’s final logo design features an abstract wheat plant that curves into a crescent moon. The logo represents the name and the brand’s identity, offering its audience a new experience with their favorite sweet treat. After sending in the logo for feedback, I refined it to give it a structured shape and explored typefaces that will complement the abstract look.

With the logo and typefaces finalized, various supporting elements were designed to strengthen the brand’s identity. Symbols like the moon and four-point star were added, along with different patterns using the brand’s symbols and monogram.

Moonflour’s brand identity was then applied to various physical and digital designs to create a cohesive experience for the audience. Since Moonlfour offers its audience healthier cupcakes, it was crucial to balance the visual appeal and information delivery.

The brand’s witty tone and whimsical appearance are seen and felt across each platform. Thus, fulfilling the client’s needs of creating a strong brand identity.