Traditional bakery, reinvented.
Category: Strategy, Branding, Creative Direction, Web Design, Packaging
Details: Due to be completed by December 2021, Freelance
Role: Creative & Art Director, strategist, designer.
RAIZE is an emerging sugar-free, low-carb, gluten-free, and keto-friendly premium desserts company based in Manhattan, NYC by Zach Ranen.
Zach saw a prominent problem in the healthy desserts industry. The product tasted good, but the branding felt untrustworthy and unappealing or vice versa, but never both. You could never win. Zach wanted to make having a sweet tooth a guilt-free experience. RAIZE became the solution for the ones looking for premium quality & taste, low sugar, fresh-baked and guilt-free desserts.
*Project in production phase…coming very soon!
As the brand designer, the goal was to create a branding identity which would be engaging to his customers. When building the strategy, it became evident that we wanted RAIZE’s personality to be portrayed as trendy, premium, relatable, youthful and bold through the branding identity.
The concept: “traditional bakery, reinvented”
I was inspired by the classic retro bakery look and feel but thought that didn’t quite fit the theme of guilt-free indulgence. So I thought, why not modernize that “retro” look and make it bold and youthful? This is when the “traditional bakery, reinvented” concept surfaced. An identity system that feels both wholesome and modern/ trendy at the same time.
The colors: I think it’s worth saying that the colors marry the ideas of wholesomeness and boldness together quite well. I chose a contrasting palette that consists of two neutrals and two high-intensity colors. For the neutrals, there is the “Egg Shell” color which is an ivory/off-white color used to depict a premium and luxurious feel. It has a warm undertone that feels relaxing, elegant, and timeless. The other neutral color, “Baked Oat” is a modernized retro color that feels wholesome, appetizing, and welcoming. For the bold colors, I went with a very vibrant (almost neon) red and blue. The red shade “Big Apple Red” is an appetizing and stimulating color, which also hints at sweetness. The blue, “Electric Bleu” is a youthful and attention-grabbing color that symbolizes the clean ingredients and health aspect of the cookies. It also connotes low-calorie products.
Both neutrals and bold colors contrast nicely when used together.
