Part of my job at Pastry Smart (where I have been the designer for the past two and half years) is company branding. Over the past six months we’ve expanded the company and are moving toward marketing our products through our sub brands. A year ago we sold all our bread and bakery items under the Pastry Smart name… now we’ve got Le Culture our handcrafted bread collection, Mission Blue our confectionery line with barks and truffles, Miettes de Pain our French-inspired organic brioche sold exclusively through Whole Foods Markets, and Kali the Baking Goddess our cracker line also sold exclusively through Whole Foods Markets.
So the question became, how do we take all those Pastry Smart brands and create company collateral that shows each brand off individually but also brings the consumer back to Pastry Smart. Bring in patterns. I thought that taking an element from each logo to create an overall Pastry Smart pattern would help create the identity that we need. Then each brand could also have their own patterns. Mission Blue, for example, has a butterfly in the logo, naturally the butterfly was used to create the branding pattern, it is also used on the new packaging I just designed for the barks and truffles (pics to come soon!). The colors of each individuals brand of pattern is one from their logo, to help keep the identity. There is still more work to be done and thoughts to go into using the patterns correctly for company branding, but I’m happy with where it’s finally heading.