Batter Up Bakery

Proposal

Sisters Grace and Samantha Baker grew up in New York City, baking with their mother in their small 2-bedroom apartment. They would do miniature bake sales with these desserts where they would save up the money to go on small vacations combining the Baker’s love for baking as well as traveling, Grace and Samantha have decided that they are going to start their own bakery food truck, Batter Up Bakery.

Batter Up Bakery is a new food truck dedicated to homemade desserts such as cookies, cupcakes, chocolate covered strawberries, and more. Each item is hand crafted with love and are created to put joy on others’ faces. The girls are looking to get a brand for their business that it fun and bright just like their personalities.

Research Synopsis

This project was pretty research heavy due to Batter Up Bakery being a new business. I began researching broad categories such as food trucks and bakeries. I saved all kinds of aesthetics, then began to narrow it down to one overall aesthetic. This is when I stated creating mood boards, one for the overall brand and individual ones for each deliverable of the project.

When doing research, I specifically looked at the aesthetics of bakeries and the layout of food trucks. For example, the bright pink color and the dessert pattern is inspired by the bakeries, while the specific location of each element on the truck was inspired by looking at other food trucks.

Objectives

- To independently research, design and produce a logo, food truck wrap, menu, dessert packaging for 1, 6, and 12 packs (cupcake, cookie, and strawberry boxes), homepage, and a 9 tile Instagram spread for Batter Up Bakery.

- To comprehend all critique given from faculty and peers to then apply where necessary.

- To gather research from other food trucks and bakeries to incorporate into each component of my project.

- To take self-criticism and apply it to the designs in order to develop each phase of the project.

- To successfully solve all the design problems and create an overall cohesive brand.

- To present all pieces of the project to faculty and peers and be able to defend/support my decision making throughout the process.

Deliverables

- Logo

- Food Truck Wrap

- Menu

- Packaging

- Website Homepage

- 9 Tile Instagram Spread

Target Audience

The primary target audience for this project is anyone between the ages of 18 and 34. This age range covers both millennials as well as Gen Z individuals. This age range is considered to be very tech savvy. They are also festival goers, and like meeting new people with similar interests.

According to 2nd Kitchen, “The most likely demographic to order from a food truck are people aged 18 to 34, followed by those aged 35 to 44 at 54%.” In order to appeal to this audience, the overall brand of Batter Up Bakery will be eye catching and unique. On top of the truck and packaging itself, the digital aspects will pull in the target audience’s attention. According to beeliked.com, “95% of millennials follow brands through social media.” The same source goes on to say, “92% of millennials own a smartphone.” As for Gen Z, statistics show that “The average Gen Z got their first smartphone just before their 12th birthday. They communicate primarily through social media...” These statistics show that this age group uses their phones to gather information, making it the perfect opportunity to pull their attention in through an Instagram ad campaign and website homepage.

Process Work

Logo Thumbnails

When coming up with ideas for the logo, I was trying to decide on either going typographic, illustrative, or a mix of both. I was also messing with different styles of type and where I wanted to use them.
Logo Comprehensives

For the logo comps, I narrowed the idea down and just changed a few things. I messed with the angle and sizing if the icing bag as well as color and type layout.
Truck Wrap Thumbnails

For the thumbnail stage of the wrap, I knew I wanted to do something with illustrations. I tried a blue green as the main color for the wrap with pastels as accents.
Truck Wrap Roughs

The roughs were mainly focusing on the color and illustration pattern. I tried different sizing and color variations for the pattern and then based the background color off of that.
Truck Wrap Comprehensives

This is where the layout of the truck, as well as the pattern, was mostly finalized. I was still trying to finalize the color.
Packaging Thumbnails

My idea for the packaging was to keep it simple but fun. In this stage I only focused on the outside of the packaging.
Packaging Roughs

I began working on the inside in this stage. The illustrations and a note saying, “handmade with love” made their way inside of the box. On the outside of the box, I added the icing dripping down the sides.

Final Designs

The Logo uses two typefaces, All Round Gothic and Beloved Script. The curves in the letters are similar to those in the icing bag, grouping everything together nicely.

Logo

The menu was created to allow customers to take a closer look at what the truck has to offer, without holding up the line. The front side has the items and the back has Batter Up Bakery’s contact information.

Truck Wrap

The Homepage for Batter Up Bakery allows the customers to follow along on the journey. They can learn more about the sisters, see where the truck is going next, and get their contact information to book them for events.

Homepage

Visit Now!

The packaging is a key part to any food truck. Batter Up Bakery is a bright and bold company, so of course their packaging needs to be too! The packaging has contact information on the back and illustrations inside and out.

Packaging

The Instagram tiles are a great way to show off the delicious baked goods and still keep the fun illustrations and colors. For the tiles, I decided to have them work alone or as a whole.