Elmwood came into university to set the brief, ‘to make the boring interesting’. The point of the brief was that when you work within the industry you don't have a choice of what you get to work on. I was given the task of designing a brand for a cake delivery service. I had free reign and was able to choose the target market - I chose the 'foodie'.
Alchemy for the Common Man aspire to make the world's perfect cake. We create an experience of cake delivery that engages with the customer. We are movers, breakers, thinkers, doers, on-trend, honest but most of all genuinely human.
Baking parallels alchemy, alchemists tried to find the recipe to make gold. The concept behind Alchemy for the Common Man is that the cakes, the end product of their alchemist baker’s efforts - is gold. I created a style of illustration that can be seen throughout the brand that gave classic alchemy art a modern twist.
Alchemy for the Common Man has a dyanamic logo, which in turn, makes the design a piece of art. This will thread throughout the brand; on the menu, items in the shop and the website.
The menu for Alchemy for the Common Man uses the dynamic logo, as the logo changes so do the menus. The size and shape of the menu adheres to the proportions of the Golden Section, which further reinforces the concept that Alchemy for the Common Man produces gold in the form of cakes.
Each cake ordered would be packaged individually in a spring-loaded box, giving the feeling of luxury. Inside, with the cake, would be a glow sticks to make it seem as though the cake was glowing. The way in which the packaging is designed makes having a cake delivered more interesting and bestows a magical feeling to the customer.
