Leslie & Vale
Leslie & Vale is a recently established online baking account who reached out to me and asked if I could design them a brand identity. The client’s request included designing a primary and secondary logo, a memorable tagline, a primary and secondary typeface, an Autumn-inspired colour palette, an Instagram account and a possible website design if they ever decided to expand beyond Instagram. My personal aim throughout this project was to create meaningful branding that deeply reflected her family’s long-lived passion…
In honour of her Grandparents ‘Leslie’ and ‘Vale’, who had a strong passion for baking, the client’s online business will be following in their footsteps to create delicious outcomes with original recipes, as well as adapting recipes for those who suffer from food allergies. She is also a very talented photographer, so I wanted to incorporate her own food photography into my final outcomes. In colour psychology, green is associated with the key characteristics of growth and adaptability, which the business will hopefully experience and embrace, as well as compassionate and nurturing, like Sian’s Grandparents were with her, hence being chosen as Leslie & Vale’s primary colour, alongside other secondary Autumn colours.
Leslie & Vale will focus on teaching people how to bake to the very best of their abilities, so the target audience will differ between people who are beginning to learn how to bake and people who want to improve their current baking skills. This left me with a vast age range to try and create branding for that will gain their recognition, so I brainstormed a few tagline ideas with the client until she decided upon “Baking a Difference”, which implies to audiences that the tips this business will provide them with will help massively improve their baking skills for the better. I chose to display her tagline in a font with a bold weight to grab immediate attention, but also with soft edges to make the business appear warm and welcoming.
“One of my favourite elements of my branding is how Kate has portrayed how my Grandparents have inspired me as a baker, as well as how they have influenced my business. Kate has also taken into consideration my personal life, such as my beliefs and values, ie. sustainability. We discussed a sustainable business on several occasions, as Kate closely communicated with me throughout this entire project, and she’s gone beyond my expectations to include this in a future concept of my bakery. Overall, the final branding is professionally designed and is exactly what I was hoping for, so I would highly recommend Kate to anyone.” ~ Sian Norris | Leslie & Vale