Challenge & Selection:     The challenge is to design a logo, letterhead, business card and a branding  book for a client’s pastry shop. The name of his shop is called biggest famous worldwide bottling company and  he started  with  an  idea  to  share  his  hobby  of  making  a  UNESCO and  spreading the happiness  and  smiles  through  the  delicious  taste with  different flavors and appealing topping that can provide a  reason for  gathering with family & friends or only take  time  out  for  yourself, to enjoy  the moment and taste the joy!  And since Mr. UNESCO has  a  true believe in  what the pure creativity and  imagination  can  do,  he  decided to make his  UNESCO unique by using the Mint as a decoration. Thus, he puts all all his  effort in every piece of  UNESCO to offer an incomparable sense of fulfilment.  As stated by the client “I have been baking tarts for my family and friends  for as long as I could remember and I want the logo to be something  creative and memorable yet simple”. Me as designer then started the  project with selecting to use the tool mind mapping and Visual brain  dumbing to get a better view of what would be suitable for him.      Application:    Based on what I understood from the client that he is looking for something  friendly and inviting yet fancy for his customers. From my point of view, the  user wanted the scheme to be more modern than classic, more youthful  than mature, more playful than sophisticated, and in between luxurious and  economical.    To start with the design process I added visual brain dumping in to the  mind mapping activity to generate a larger number of ideas, that will  potentially help inspire newer and better ideas. Below is a draft of the mind  mapping and the visual brain dumping process (see figure 1).     I decided to add a mustache and chef’s hat to indicate the “Mr” in the name  of the company. After roughly drawing some sketches of the mustache, the

chef’s hat and the tart we reached a decision to combine them all together.  I ended up with three designs.     For colors, I chosed pastel over primary colors because pastel colors are  less saturated and are more soothing and calming to look at. As for the  color combination, I used yellow, different shades of pink such as peach, a  bit of orange and brown. The color yellow resembles cheer and happiness,  most restaurants use it, as it is known as the delicious color. The color pink  resembles on the emotional side, it communicates love and romance it also  gives the logo a modern look with a touch of youthfulness. Finally, the  colors orange and brown are used because they resemble warmth, taste  and aroma that stimulates the appetite, it also represents steadfastness  and simplicity.     For typefaces, I used Bradlay Demo and Lao MN. These fonts are ideal for  logos especially Bradlay Demo which is also the primary font, the font has  a balanced, harmonious look and lends correspondence a personal touch.

Insight & Approach:    With the help of the mind mapping tool that I made I was able to visually  imagine and create the design ideas in a really better way. Below are the  three prototypes I designed. Prototype 1 (see figure 2) was the first one I  designed but, as we wanted to present the client with more options to pick  out from, I proceeded with prototype 2 (see figure 3). To improve, I then  reached a decision to make an additional design and came up with  prototype 3 (see figure 4). After we presented our prototypes to our client.  He gave his feedback on all three prototypes, he responded with “I like all  three, but prototype 3 is well suited for my shop and precisely what I am  looking for”.

Figure 3. Prototype 2

Figure 2. Prototype 1

Figure 4. Prototype 3

