![](https://cdn.myportfolio.com/a813f8412e64a7e8d6b911365c566864/2e3524de-bca0-43dd-a5ae-c2d2b32f68da_rw_1920.png?h=bdb7714e5356c79ed39b98b577dc07c7)
Research
I began this project with a competitive audit of other cookie shops, cafes, and bakeries. I noticed that a lot of their logos are focused on cookies and other circular elements. I wanted to focus on doing something different with Mei Mei’s logo, which is on the bottom right.
![](https://cdn.myportfolio.com/a813f8412e64a7e8d6b911365c566864/118244f6-cbb9-473f-9f53-725648607539_rw_3840.jpg?h=e7b0e1807afde8da1f5ecc74180ea995)
Sketches and Ideation
Here are some of the sketches that I made for the logo mark and the logo type.
![](https://cdn.myportfolio.com/a813f8412e64a7e8d6b911365c566864/60f64667-8408-4b94-8d62-a372681671cf_rw_3840.jpg?h=577eabba6d21827357e02069400ec20e)
![](https://cdn.myportfolio.com/a813f8412e64a7e8d6b911365c566864/fdca782e-73e8-4fe7-a7ce-47876507c9d9_rw_1920.jpg?h=e11ee3b843df0bfc0720c71d25dbdac2)
Process
I continued to develop a few different approaches for the logo. For the typography, I explored a variety of custom-made lettering, including styles that looked hand-drawn, geometric, or in the typewriter style. I also worked with a variety of imagery, focusing on more unexpected ways to incorporate cookies and ice cream.
![](https://cdn.myportfolio.com/a813f8412e64a7e8d6b911365c566864/03ae1a94-bdbf-4888-a855-2e720f8a374b_rw_3840.jpg?h=6449db9a61acee14768247f8380132b6)
![](https://cdn.myportfolio.com/a813f8412e64a7e8d6b911365c566864/c8b5ff68-bda7-4819-ac92-a2668c65ba11_rw_3840.jpg?h=de4369078a8ca34d05e451c2f270995c)
Expanding the Logos
After working on all of the separate elements, I began combining different variations of the logo mark, the logo type, and other iconography in order to start establishing the visual identity as a whole. I experimented with different patterns, compositions, and visual hierarchies. I focused on finding a design solution that was visually compelling without being too repetitive or overwhelming.
![](https://cdn.myportfolio.com/a813f8412e64a7e8d6b911365c566864/7f1ece2b-1be9-4eea-86bb-4165e043a36d_rw_3840.jpg?h=0b342eed71a7fb39402e2153719abfdd)
Final Result
![](https://cdn.myportfolio.com/a813f8412e64a7e8d6b911365c566864/7189f5e5-c36d-469f-a3aa-9370d1207949_rw_1920.jpg?h=cbeaf23810033e04e31d316c4f670756)
![](https://cdn.myportfolio.com/a813f8412e64a7e8d6b911365c566864/c663bb4e-5a92-44e3-9f5e-17697ef12aa8_rw_1920.jpg?h=b4151b2e4460706b08aa6b8693b82e04)
![](https://cdn.myportfolio.com/a813f8412e64a7e8d6b911365c566864/24eed520-3f86-4373-b077-07994283bdf9_rw_1920.jpg?h=c13d0cb065535f0f223d02ccd88d5da3)
![](https://cdn.myportfolio.com/a813f8412e64a7e8d6b911365c566864/2f9c2bc8-a7f4-489b-8da2-ad7bd3d999ee_rw_1920.jpg?h=182814f9237be9d7172e4beefa24f2e8)
![](https://cdn.myportfolio.com/a813f8412e64a7e8d6b911365c566864/fcc7ef47-38fb-47ff-9ee7-ccb22f7510ab_rw_1920.jpg?h=c5418ac91187de11b1f414dc3e1cf90c)
![](https://cdn.myportfolio.com/a813f8412e64a7e8d6b911365c566864/67431612-687d-485b-b253-f4bd5b59b77e_rw_1920.jpg?h=1a2e4a0ddc6c355e9b954edeec2f34f4)
![](https://cdn.myportfolio.com/a813f8412e64a7e8d6b911365c566864/23c919e8-9fd1-46d1-a2e1-108360089590_rw_1920.jpg?h=8f37c7645825ca065c6c70229d84747c)
![](https://cdn.myportfolio.com/a813f8412e64a7e8d6b911365c566864/3e3493d9-f4b5-48cf-bee4-71bb41bf3efb_rw_1920.jpg?h=14777e63a041f99b5207ffef32562f44)
![](https://cdn.myportfolio.com/a813f8412e64a7e8d6b911365c566864/c2aca852-9125-4614-931b-14fa1affddef_rw_1920.jpg?h=c097f43734473f1edcb51da58219eb46)
![](https://cdn.myportfolio.com/a813f8412e64a7e8d6b911365c566864/bff337ef-98e6-444b-8d7f-1c0d9b7aa586_rw_1920.jpg?h=25515e0d04476d8da2dc4c85e1efe116)