Crust & Crumble

PROJECT TYPE

Brand Identity Rebrand

TOOLS USED

Adobe Photoshop & lIlustrator

ROLE

Designer

YEAR

2025

Crust & Crumble is a fictional bakery specializing in sourdough baked goods. The old logo was created by me as a class project. This year I updated the Brand Identity to give it new life and to more accurately represent the brand’s desired image. Key brand words include: Wheat, Sun, Light, Warmth, Organic, & Airy.

The Old

What’s working:

  • Use of wheat & sun rays that mimic a stained glass window.

  • The brand mark can be used as a one-color logo.

  • Round shape works well for stickers & branding.

What’s not working:

  • The black was too dark, and didn’t portray the airy, organic feeling of the brand.

  • The bottom text was too small.

  • The wispy lines do not scale well.

The New

The changes:

  • Simplified the brand mark while incorporating the brand’s nouns.

  • Wheat and sun are thoughtfully integrated and the warmer colors convey a light & organic tone.

  • The star shape is taken from the quilt pattern created for the brand, which gives an overall unity.

  • Brand mark still works well isolated and as a one-color mark.

  • The lines around the full logo mimic a stained glass window.

The refreshed color palette uses warmer tones to achieve an organic feel: black was replaced with brown to represent wheat, and yellow was added to represent the sun and warmth.

Next

Hand-Lettered Menu Boards