Slow Down Goods is an up-and-coming small batch bakery concept launching this year in Vancouver, BC. The client hired me to create a logo and basic brand identity, as well as some illustration assets for social media, web, merch, etc.
Based in the young and trendy East Van neighborhood, Slow Down Goods plans to cater to a vibrant community that values good coffee, unique vintage/thrift, and supporting local businesses.
More colors means more costs. Using a limited palette for each illustration was needed to keep costs low.
The selected logo’s narrative aligned the best with the idea of slowing down and enjoying a moment. It captured the hand drawn feeling and playful character the client was looking for, and kept the product (the cake in this case) in the focus as well.
Handdrawn lettering based on Pepite Foundry’s Moche font.
While we loved branding that featured a punchy blue as the primary color, we landed on a darker, forest-y green as our main color.
The client specified that pink had to be featured in the palette somehow, and also wanted to make sure it didn’t feel too cool/warm and was seasonally flexible. The combo we settled on evokes some of the retro bakery looks present in some of our exploration, but still feels fresh and spunky.
More colors means more costs. Using a limited palette for each illustration was needed to keep costs low.
In addition to the logo design, I created eight illustrations to support the Slow Down Goods brand for use in social media, merchandise, e-mails, etc.
I could really lean into my initial exploratory sketches here and make assets that felt cohesive with the logo and created moments/narratives that supported the brand.
Mock images show potential illustration application.
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