Michis is not a typical pastry shop, its products are lighter and lactose free, so I wanted the design to reflect the lightness of the brand, yet keeping its deliciousness.
I chose the donut as the main symbol because it’s a univocal reminder of the pastry world, and it gives roundness to the entire logo.
I combined the donut illustration with the brand name, using rounded & soft letters that help to represent the brand’s sweetness, plus I conferred a subtle vintage vibe thanks to the brown shadow behind the name.
To lighter the composition I used a script typeface in the payoff “lactose free delights”, offering a light and elegant touch.
To keep the brand coherent on different platforms I developed a set of illustrations. These elements are used everywhere, from online assets to traditional graphic design such as business cards and prints.