![](https://freight.cargo.site/t/original/i/632afa09d7beba66bd3c7a5a31b21aba52018f147ffa65e47e6efe53ff5f78ba/Screen-Shot-2023-11-13-at-9.47.04-PM.png)
As a rebranding project, the goal was to create a logo, brand identity, a menu, and two deliverables. Chew Chew Bun is an existing small business in State College, Pennsylvania that was used as a fictitious client for the redesign. The inspiration for the brand identity came from the different textures of the buns sold at the cafe.
The different seeds, grains and toppings on the buns appear as a pattern throughout the menu and coffee cups, as well as act as the shape for the floor signs. The vibrate colors in the palette create a fun, energetic identity, yet rooted in black which introduces contrast. The language of the brand is optimistic and happy, as seen in the sayings on the COVID-19 “6 ft apart” decals.
As a rebranding project, the goal was to create a logo, brand identity, a menu, and two deliverables. Chew Chew Bun is an existing small business in State College, Pennsylvania that was used as a fictitious client for the redesign. The inspiration for the brand identity came from the different textures of the buns sold at the cafe.
The different seeds, grains and toppings on the buns appear as a pattern throughout the menu and coffee cups, as well as act as the shape for the floor signs. The vibrate colors in the palette create a fun, energetic identity, yet rooted in black which introduces contrast. The language of the brand is optimistic and happy, as seen in the sayings on the COVID-19 “6 ft apart” decals.
![](https://freight.cargo.site/t/original/i/e046df618aae130b2aa273ead0dc9b8f2256f2986f425dc0ad202a2f01b16195/ChewChewBun_1.jpg)
![](https://freight.cargo.site/t/original/i/9af1023e20b4426087f1c3cbe7b6c96b5f022f886b6021e4d2513b831a9bf6d9/ChewChewBun_4.jpg)
![](https://freight.cargo.site/t/original/i/dd6a67b4bab4f64cf07c69b5a66a1aecf78de9fa30279577a56945b5bffad5c0/ChewChewBun_2.jpg)
![](https://freight.cargo.site/t/original/i/18f506ab696d23cf5d0a412cd6b44a986bf76afb268d5cd8923f9eebc7fc1b7c/big-cup-x2.jpg)
![](https://freight.cargo.site/t/original/i/f2df1ccf22365695becdb83f147b81f36f32de71dc625ac15dd69872982db7ad/both-cups.jpg)
![](https://freight.cargo.site/t/original/i/8aac7c624b1370206d5a70db28f5ed64895150e843a129b2b06279b1dee63140/Both-Cups-smallest.jpg)
![](https://freight.cargo.site/t/original/i/e268ce3b8ad5758622820e16a6d2e976afbeeecab51a4d4cde58f141bec62be4/ChewChewBun_17.jpg)
![](https://freight.cargo.site/t/original/i/768d933b8b2642948b3cb6c4de172c1996c6d98a260c5b8016e94b672de9397b/ChewChewBun_16.jpg)
![](https://freight.cargo.site/t/original/i/e411483fb0fd2520576aed09194d52f9df5b5fd1ab5cbdc979e1c5abc62ffe2a/ChewChewBun_15.jpg)
![](https://freight.cargo.site/t/original/i/39bbdefded793efc568eced88b00e1781368e630a60a54b3cabe5a59524420ea/ChewChewBun_13.jpg)
![](https://freight.cargo.site/t/original/i/f25ff5ef072bb7d4cf37f58f7eb814a0013fb46a52dcd3d081c0afc9305e95c9/ChewChewBun_14.jpg)
![](https://freight.cargo.site/t/original/i/4eca103d91454e9a6f9713e4aa5041fd43894720995db3b0307239893d2d51ee/ChewChewBun_12.jpg)
Color Treatment
The color palette for the project came to life by applying them to these irregular shapes which I felt had the same energy as the brand identity. The shapes also provided a hierarchy which helped me decide which colors should play a larger (or smaller) role throughout.
![](https://freight.cargo.site/t/original/i/a3ad0160d272395bc44942042bc34089c08c60ae14e5321b291a130c9369847b/Color-palette-19.jpg)
The pattern used for the branding of Chew Chew Bun I hand drew using different markers and pens. I then photographed the image, and vectorized it in Illustrator which is what you see here. Initially I intended on taking one or two shapes from each pattern group and mixing them together. However, the design and pattern became stronger when the same marks stayed grouped together, which is what the final design uses.
![](https://freight.cargo.site/t/original/i/db2be815029c1397b9c62a9816ff6acfb28a42047a896767b2fce4b4e3fc9d56/pattern-21.jpg)
Part of this project was to also create a new logo for Chew Chew Bun. I decided to go with a typographic logo, yet one that conveys the emotion of the brand. Additionally the bite taken out of the ‘C’ makes it feel playful and suggests that Chew Chew Bun makes food. The ‘C’ was also used as an abbreviated logo throughout the deliverables.
![](https://freight.cargo.site/t/original/i/e5df590a5308e2c455144a215999afda5111603d7186ec54e8c70e87857dacdd/logo-20.jpg)