PROJECT OVERVIEW
ABOUT CLEAN CRUMBS CUPCAKES
Established in 2015, Clean Crumbs Cupcakes is an up and coming cupcake shop located in Mississauga, Ontario that is leading the way in making the cupcake more than just a sweet treat reserved for special occasions. They are dedicated to creating a more inclusive cupcake experience by providing the widest variety of cupcakes so that no one is left out. Clean Crumbs Cupcakes specializes in "clean eating" and uses only the finest ingredients in their recipes, which include the more traditional varieties as well as healthier alternative that help cater to those with dietary restrictions. Can't eat gluten? No problem! Need something 100% vegan? They've got you. Can't digest sugar or have a serious allergy to eggs? No worries at all! They also offer recipes that are dairy-free, nut-free, high-protein and high-fibre. At Clean Crumbs Cupcakes, they've got something for everyone.
PROJECT GOALS
They sell cupcakes in their storefront as well as online through their website and mobile app. The goal of this project was to create a fun, uplifting brand that focused on inclusivity and brought more attention and business to the shop. The final part of the project includes an awareness campaign that centres around the launch of a new cupcake recipe.
BRAND VALUES
Clean Crumbs Cupcakes values inclusivity, clean, healthy eating, high quality ingredients and great taste, and affordability.
BRAND VOICE
Clean Crumbs Cupcakes is an easy going and uplifting establishment that encourages inclusivity through providing a wide range of cupcake recipes that cater to everyone, including those with specific dietary restrictions. But don't worry - they are not some stuffy health-obsessed shop that insists on baking kale and turmeric into each of their cupcakes. They are a fun, friendly, allergy-conscious shop that has something for every cupcake lover! They offer a positive inclusive experience, where customers can come and enjoy a laugh and a cupcake that wont wreak havoc on their digestive systems.
TARGET DEMOGRAPHIC
Clean Crumbs Cupcakes in a family-friendly business that caters to everyone, especially those with dietary restrictions. Their primary target audience is adults aged 25 to 45.
CURRENT POSITIONING
Clean Crumbs Cupcakes is dedicated to providing tasty cupcakes baked fresh daily using only high-quality ingredients, with a focus on healthier, alternative recipes.
TAGLINE
Inclusive cupcakes, exclusive taste!
For the Clean Crumbs Cupcakes logo I really wanted to create something that matched their brand voice and personality. They are a fun-loving cupcake shop that is also very health conscious, so I explored a number of iterations of the logo in the ideation phase.
Ultimately I chose to go with a simple, bright pink cupcake topped with a green leaf to represent their focus on healthier cupcakes that cater to a wider range of individuals. This was paired with the typeface Koulen for the wordmark portion of the logo. I created a fully responsive logo so that it can be used for everything from large print projects to small web-based applications.
