Client: Big Joy Family Inc.
Updating their brand image with new logo and new graphic style which applies to the price tags and label on the each items. They have been around in San Diego for decades as an easy local coffee shop where people can get relaxed and enjoy their quality breads and cookies. They bake delicious breads and serve quality beverage, but their logo was out-dated and not good enough to represent their such high quality products and services they provide.
The new logo is designed to represent their brand images of friendly services and delightful products at the same time. As their name, we wanted to make the customers feel such a big joy while they are enjoying their products. Since their name without 'Bakery & Cafe' is not showing what they are, we took the 'm' from the 'family' and made it into a loaf of bread shape, so that indicates that they are bakery. We chose the based typeface for the logo something has tall x-height and large counter for its lowercase, so that the new logotype has more opened up and get balanced with the new 'm' shape.