Feller's Baking Company

I developed an identity for a wholesale baking company. This project had an extremely tight turnaround time - the business had to get running in only a few weeks' time - so I got to work quickly.

After giving me an overview of his new business, the owner's only design suggestion to me was a request to use brown and cream. Though I had to make the "cream" color a little darker so that it could stand on its own, I presented six concepts using that color scheme.

The first concept uses thick letters that felt hearty, like freshly baked loaves of bread. I added the cutouts in the letters of "Feller" to suggest the slashes made in the tops of baked goods to release heat. I also created a few smokey shapes in the same blocky style as the typeface, and added a bottom line with end points matching the letters' serifs:

Concept two combines two friendly fonts - one with a prominent, rounded serif, and the other a script that worked well at a small size. I had to tweak a few of the script letter shapes - the lowercase N's originally looked more like U's. I then created a badge-like shape to contain the "Feller", and added some cream rays emanating from behind that shape:

The third concept uses a stencil face for a more rustic feel. I created an image of a cupcake in the same handmade, scratchy style as the text:

The fourth concept is more formal, and uses only type and design elements for an emblematic approach. I also added a bit of a 3D feeling to this concept:

Concept five has a simple, all-type approach. I combined a tall, naive-style typeface with a thicker stencil one. I also reduced the first "E" in "Feller" to fit in the "the", carefully slicing out sections of its vertical bar rather than just squashing the letter, which would have distorted the its shape.

The sixth and final concept uses the same rough-looking font for all of the lettering. I combined some of the letters to create a more unified look:

The client chose the fourth concept - he liked the strong emblematic feel, and liked the fact that this approach had the feeling of a motorcycle company's. But there was one change - the company's name would now be "Feller's" instead of "Feller". I recreated the main shapes, adding the apostrophe S. I had to shrink the height of the top shape to accommodate it.

Because the client liked that dimensional, almost metallic feeling of this concept, I amped it up by adding additional 3D effects to the background of the top shape, and to the letters in "Baking Company". This is the final, full color version - ideal for signage, presentations, advertising, and other uses where colors are unlimited:

I also prepared a simple two-color version of the logo. This might be used for packaging, vehicle signage, letterhead, or other printing processes where full color printing isn't available or financially feasible:

And I also prepared a single-color version of the logo and presented it in a number of colors, on both black and white backgrounds. These versions might be used on product labels, fax templates, invoices, checks, and other instances where the logo does not need to be prominent, and where color printing may be limited or unavailable:


  1. love the sixth concept but I find their color choices not suitable for food products. they should try for a more brighter, appetizing color scheme. but then again im no expert but just a normal consumer ;)

  2. I appreciate the feedback. The client really wanted those colors - besides being his personal preference, those are the colors of most of their products. Thanks for posting... consumer opinion helps!