Hearthfire Bakery

Services

Brand identity, brand system, logo design, product packaging design

Project

Creating a full brand identity for a growing small business in the Seattle area to cement their presence in Seattle's competitive cultural landscape.

Hearthfire Bakery, a successful pop-up shop, needed a flexible brand identity to help grow their business and cement their presence in Seattle's competitive cultural landscape.

Mood Board

Key themes:

Honey/Bees: Hearthfire's owner began the business after working as a salesperson at farmer's markets for a local meadery where she met farmers who would ultimately become suppliers for her bakery.

Cottage: Hearthfire's business license is a type called a cottage license; the cottage license inspired the bakery's name.

Green Witch: Hearthfire's owner connects with the aesthetic of a kitchen/green witch, an look defined by herbs and varied shades of green.

Clean/Simple: Farmers markets are full of visual noise and stimuli. Keeping the brand identity clean and clear is important for Hearthfire to stand out and be a welcoming presence for potential customers.

I chose Averia Serif Libre as Hearthfire's title font to capture the hand-drawn, cottagecore aesthetic of the brand and toned down the visual noise by selecting Montserrat, a cleaner, sans serif typeface for body text.

Low fidelity sketches of alternative logo designs.

I used hexagononal backsplash tiles to incorporate bees/honey in the logo. To offset the angularity of that repeated shape, I used a topsy-turvy, hand-drawn aesthetic. I simplified the details as much as possible to avoid adding visual noise since the logo needs to perform well in a visually overstimulating environment.

Alternative font options

I balanced the final logo with a pair of sage branches to represent the sage in one of Hearthfire's best-selling recipes. I added a bee in the keystone of the fireplace to give it a final note of character while nodding to Hearthfire's origins.

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