Wedding Cake Site Project- Rose and Mint
Wedding cake website project
Below is a fictional design project I created for Behance so that I keep my design skills sharp. These projects help me to learn and utilize new tools and applications. This is important for me to stay relevant as a freelance designer and showcase my design style and skillset. I title this Project Rose and Mint.
My approach to executing the “Rose and Mint” Project
When creating graphic assets for a company like Rose and Mint, it's essential to approach the project with a deep understanding of the brand's identity, audience, and values. The goal is to design visually appealing and functional assets that reflect the essence of the business while effectively engaging its audience. Rose and Mint, as a cake company, emphasizes elegance, sweetness, and a sense of indulgence. These traits will be evident in my design choices, from color palette to typography.
Understanding the Company
I have gathered comprehensive information about the company. I started by reviewing their mission, target audience, and unique selling points to get a better understanding of their business and how its ran. Additionally, I explored their branding, including logos, typography, and any established design guidelines, ensuring the new assets complement existing materials.
My Design Brief
A well-structured design brief is critical for me to properly execute Rose and Mint's assets with success.
About the client:
Rose and Mint is a high-end designer wedding cake business located in the heart of New York City.
Specialization:
They specialize in artisan cakes, mainly wedding cakes, and everyday treats so that people will familiarize themselves with the company and its deserts.
Location:
They are based in New York City so the design must be tasteful and elegant and timeless.
Duration: They have been in business 3 years.
Company size:
Rose and Mint is a small, independently-owned business with a modest staff of ten. Three bakers/designers, three cashiers/client relations and two office managers, one social media marketer and a maintenance person.
Client Request:
The client is requesting an email sign up form and a pop-up discount offer for with traditional cakes with modern designs.
Objective:
To attract customers to sign up for the newsletter or take advantage of the discount offer.
Target Audience:
Couples and affluent women and men aged 35-65, with a focus on luxury shoppers, tourists, and desert enthusiasts in the surrounding areas. They value exclusivity, quality, and exceptional customer service.
Tone and Style:
The desired tone of the graphics elegant and modern.
Color Palette:
Pre chosen by the owner, no freedom to alter colors.
For this project, the baby pink (#FADADD), soft mint green (#CFF6E1), and milk chocolate brown (#7B4F33) create a soft, inviting, and delicious aesthetic.
Typography:
Script: Decorative
Serif:
Logo Design Type:
Symbol: A three-tier ruffle cake detailed with pearls and flowers
Wordmark/Logotype: Rose & Mint
Graphic Elements and Patterns:
Curves
Straight lines
Rectangles
Flowers
Photography and Imagery:
A three-tier ruffle cake detailed with pearls and flowers
Print and Digital Materials:
Rose and Mint website
Timeless elegance
Copy from client via e-mail
Tone of Communication:
Timeless, sleek and elegant
Content:
Specify the copy for the email sign-up form and discount banner.
Include slogans, offers, or CTAs (Call to Action).
Dimensions and Deliverables:
Include size requirements for web display and compatibility across devices.
Copy/Text:
Join our community to receive special offers, new product announcements and discounts.
10% off your first online order.
Email address, first name, birthday
Sign up now
By signing up, I confirm that, you are over the age of 18, willing to receive marketing communication from RoseandMint.com and agree to our Privacy Policy.
Timeline and Feedback:
4 days deadline and feedback expectations hand sketched drafts, mid-way and hand off.
The Competition:
High-end designer wedding cake businesses in New York City often share several graphic branding commonalities that reflect the luxurious, sophisticated, and artistic nature of their services. These businesses aim to communicate elegance, exclusivity, and a meticulous attention to detail through their branding. Below are the key graphic branding elements commonly observed in this niche:
Color Palette:
High-end cake businesses often use soft, luxurious, and timeless colors to evoke sophistication and romance.
- Common Colors:
- Whites, ivories, and creams for purity and elegance.
- Metallic accents (gold, rose gold, silver) for luxury.
- Subtle pastels (blush pinks, mint greens, lavender) for romance.
- Neutral tones (beige, taupe, champagne) for understated elegance.
The use of color gradients or soft washes is also common to create a refined, ethereal effect.
Typography
Typography plays a crucial role in conveying exclusivity and sophistication.
The competitors have sleek clean sites one decorative font and a complementary san-serif font family.
- Primary Fonts:
- Serif fonts (e.g., Didot, Bodoni) for a classic, luxurious feel.
- Modern sans-serif fonts (e.g., Futura, Avenir) paired with serif fonts for a contemporary touch.
- Handwritten or calligraphy-style fonts for a romantic, personal feel, often used sparingly for accents like taglines or initials.
Typography is typically clean and spaced out (ample kerning) to give a high-end, airy impression.
Logo Design
Logos are typically minimal yet highly refined.
- Common logo elements include:
- Monograms or initials in elegant fonts.
- Fine-line floral or botanical illustrations.
- Icons resembling cake tiers, crowns, or ornate details.
- Use of circular or oval shapes to give a sense of completeness and harmony.
Gold foil stamping or embossing is often used on print materials to elevate the logo’s appearance.
Graphic Elements and Patterns
Designs often incorporate subtle textures and patterns inspired by wedding and cake aesthetics.
- Patterns and Motifs:
- Floral designs (roses, peonies, vines)
- Lace-like details or damask patterns
- Marble or watercolor textures
- Gold foil accents
These elements mirror the intricate designs of wedding cakes and reinforce the brand’s association with artistry and luxury.
Photography and Imagery
Imagery is typically light, airy, and impeccably styled to highlight the artistry of the cakes.
- Photography Style:
- Bright, natural lighting with soft shadows.
- Minimalistic or luxurious backdrops (e.g., marble, velvet, or botanical settings).
- Close-up shots focusing on cake details (sugar flowers, piping work, textures).
Photos are often paired with lifestyle shots showcasing elegant table settings, bridal couples, or event décor to emphasize the brand's connection to upscale weddings.
Print and Digital Materials
High-end wedding cake businesses often extend their branding to various touchpoints:
- Business Cards: Often feature embossed or gold-foiled logos on textured cardstock.
- Website Design: Clean and minimalist, with full-width imagery and soft scrolling animations. The focus is on creating an elegant user experience.
- Social Media: A curated feed with a cohesive color palette, mixing cake designs, wedding inspirations, and behind-the-scenes artistry.
Tone of Communication
The tone is always elegant, welcoming, and tailored to appeal to brides, wedding planners, and event stylists. Phrases like “bespoke artistry,” “timeless elegance,” and “crafted to perfection” are frequently used.
Key Takeaways for Graphic Branding
Consistency:
All design elements (from business cards to Instagram posts) maintain a cohesive look.
Luxury: Materials and visuals reflect premium quality, like gold accents and fine typography.
Personalization: Custom or handwritten touches emphasize the bespoke nature of the service.
By embracing these commonalities, designer cake businesses in NYC establish themselves as premium, trustworthy, and artistic brands that cater to high-end weddings.
Execution and Tools Used
Using Adobe Creative Suite, I can efficiently execute this project. I will start with a hand sketch of my ideas. This process is called Brain Storming. I work with paper and pencil most times or on my Ipad.
Then I will check in with the client to get them to show me if I am heading in the right direction. This is also a great time for me to see where I have flexibility and try to steer them in a direction that leads to more current and competitive designs and assets.
Once finalized, I then will move to Adobe Illustrator for creating scalable elements, such as the logo or discount banner. I use its vector tools to draw clean, crisp shapes and incorporate typography. Choosing the fonts that align with the brand's tone—perhaps a modern serif paired with a soft script for a whimsical yet professional look.
My go to tools used to be InDesign and Dreamweaver with responsive code. However, with Adobe’ new integration tools, I now turn to Adobe XD or Photoshop for the email sign-up form. These tools allow me to design user-friendly layouts while prototyping interactivity. Keep the form simple and intuitive, with minimal fields to encourage sign-ups.
I utilize Adobe Color to ensure harmony within the color palette, and bring it into the design software. Export assets in web-friendly formats like PNG or SVG for fast loading and responsiveness.
My Processes
Brain Storming: Flush out all design ideas using pencil and paper or ipad. Write out notes on stickies or on the sides of the designs.
Mood boarding: Collect visual references (e.g., cake designs, soft textures) that embody the Rose and Mint brand.
Wireframing: Sketch or create a low-fidelity digital layouts for both the banner and form, focusing on hierarchy and usability.
Design: Build the final graphics, adhering to the brief, ensuring branding consistency.
Copy Proofreading: Proofread all copy to ensure no grammatical or spelling errors.
Testing: Test the assets on different screen sizes to confirm responsiveness and readability.
Refinement: Use client feedback to make iterative improvements.
My focus
By focusing on the client’s identity, audience needs, and seamless functionality, I can create assets that not only highlight my design skills but also provide meaningful value to Rose and Mint.
Future
In the future I may revisit this project in order to see if the designs and assets need updating or if they are proven to be timeless.
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