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Joe’s Baked Wells

Joe’s Baked Wells offers specialty baked goods and other gourmet items through pop-up shops and farmers markets in the central Michigan area. 


As a primarily mobile business, I wanted to create a brand that reinforces the solid quality and trustworthiness of their products, while also leaving a memorable impression while rotating through a variety of marketplaces throughout the season.

Brand identity goals & highlights:

  • Simple and memorable logos and logomarks
  • Friendly and approachable style
  • Accessible typography and font options so the business can easily create on-brand materials when needed

Services provided:

  • Brand and identity
    • Logo designs
    • Color palette
    • Typography
    • Full brand guide