01 / Case study

Moondogs Bakery

Brand Identity, Custom Typeface, Packaging, Print and Digital

Moondogs Bakery does not sell a single baked good.

Context

It sells socks. The bakery is the whole idea: cookies knitted into the leg, a plush cookie pillow, a menu card instead of a product list, and a name that promises something out of the oven. A premise like that falls apart the moment one surface stops playing along, and a licensed display face would have given the brand a voice any competitor could buy for the same fifty dollars.

What I did

So I painted the alphabet by hand, scanned the sheets, and drew every letter into scalable vectors in Illustrator. That made the typeface the brand's own property rather than a license, and it sets everything: the mark, the packaging bands, the menu card, the event flyers, the garments and the storefront.

Material

Kraft carries the rest. Every flyer is laid on scanned paper instead of a flat colour, and every belly band and menu card is printed on the real stock, so the grain in a graphic on a phone is the same grain in a package in someone's hand. It is the cheapest material in the room and it does the most work: it reads warm, it reads made rather than manufactured, and it puts the brand somewhere organic without anyone having to say the word.

Outcome

One drawn alphabet carries a die cut sticker, a kraft belly band, a printed menu, a tie dye pullover and a buy button, and reads as the same brand on all of them.

Hand painted specimen sheet, A through K. Each letter brushed in black ink at full page size, several attempts to a glyph. — Hand painted specimen, A to K

Specimen sheet, M through S. The alternates that made the final drawing, including three widths of M. — Hand painted specimen, M to S

Specimen sheet, T through Z with punctuation. The exclamation mark and brackets painted to match the letter weight. — Hand painted specimen, T to Z and punctuation

The finished mark. A dog leaping over a cookie roundel, with MOONDOGS curved around it and BAKERY set beneath, all drawn from the painted alphabet. — Primary logomark

The mark printed on kraft stock, where the brush texture in the vector still reads as ink on paper. — Profile mark and favicon

Die cut stickers piled by the hundred, the mark reversed in brown on a warm tan. — Die cut stickers

Kraft belly bands wrapped around bagged sock packs, stacked for a drop. The mark sized to be found on a table of product. — Packaging, kraft belly bands

Flyers and campaign print

Black Market Flea flyer. BLACK MARKET FLEA painted at full width above a drawn market tent carrying the abbreviated mark. — Black Market Flea event flyer

Pop up flyer for a downtown Los Angeles venue, POP UP filling the sheet over a drawn skyline and palms. — Downtown pop up flyer

Sock pack sale graphic on a scanned dollar bill, with the milestone number set in the painted face. — Sale and milestone graphic

Product

The Original Cookie Sock Pack in black, orange and pink, each colourway knit with the same bitten cookie repeat. — The Original Cookie Sock Pack

The Essential Cookie Sock Pack in navy, the repeat scaled up so it reads across the foot. — The Essential Cookie Sock Pack

The Big Cookie Tee in white, a single cookie printed at chest width with the abbreviated mark at the neck. — The Big Cookie Tee

Tie dye pullover, front. A painted spiral and stars applied in felt rather than printed. — Tie dye pullover, front

Tie dye pullover, back. U KNOW IT'S GOOD 4U in the painted face, set in an arc between felt stars. — Tie dye pullover, back

The store's buy button. The painted face reversed out of a brown lozenge with a hot flag beside it, drawn rather than typeset. — Website buy button

Contact

Send me what you’ve got and I’ll tell you what it takes.

13@colorsfc.com

Brandon S. Welch, Los Angeles, California

Designed and built by me