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4

DELIVERABLES

Logo

Graphic Elements

Packaging

DISCIPLINES COVERED

Visual Identity Design

Typography

Illustration

SOLUTION

My goal is to make the logo memorable and approachable. I designed a mascot that adheres to Chirle Brown's core values and provided alternatives for ideal spacing. The mascot trademark suggests friendliness and combines Chirle Brown's best-selling product, egg pudding, with their initials (C+B). The colors were inspired by their history of visual identity system.

CHALLENGE

We were tasked to identify an existing trademark, determine its weak points, and improve upon these aspects. I decided to pick a local bakery in Taiwan, Chirle Brown, that I grew up with.

CONTEXT

Chirle Brown is a bakery established in Taiwan since 2003. The bakery adheres to the purpose of bringing joy with their tasty baked goods. Insists on using simplest ingredients and pure handwork in the making. Consistently delivers simple yet delicious and innovative baked goods.

CHIRLE BROWN: REBRAND

[2022] – 5 Weeks

BEHIND THE SCENES

I researched the history of Chirle Brown's trademark and identified the weakpoints. The main concern was legibility and memorability. The cream-yellow color also doesn't show well on bright backgrounds. In addition, the use of abbreviations steered away from their older identities, leaving weaker impressions. After sketching some ideas, I moved forward with the mascot design.

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