That Sunday Morning Bake Show Illustrated Logo and Branding Project
The primary logo mark for the baking video brand That Sunday Morning Bake Show, this hand-drawn lettering logo expresses the brands connection to butter and ice cream to use for videos, branding, and merchandise.
The Brief: To create baking-inspired hand-drawn logo with illustrations and additional logomarks for an online baking and cooking show brand.
Role: Illustrator and lettering artist responsible for concept, design, and implementation of all lettering and illustration, as well as design of all branding elements shown.
Tools Used: Procreate app, iPad Pro, Apple pencil, Photoshop and Illustrator.
That Sunday Morning Bake Show is a YouTube and video content brand that specializes in creating approachable, playful, and fun baking videos for baked goods and ice cream creation and needed illustrations and logos for their branding, videos, and merchandise. They approached me for the logo design project desiring a vintage-inspired illustrated logo suite for a YouTube baking and ice cream channel brand. The brand was seeking a nostalgic, playful, and polished aesthetic that communicated their cozy, approachable and warm brand.
To start, I created three sketches in Procreate for possible directions for the primary logo mark and hand-drawn illustrations. Then I delved into color palettes that felt warm and Mediterranean-style, based on the brand’s preferences. For the final logo, I vectorized all the lettering and illustration to give the logos flexibility for the brand for animation, merchandise, and web use.
For the initial primary hand-drawn logo, I created 5 variations of sketches that combined custom hand-drawn lettering and baking illustrations. From these five logo sketches, we chose one direction to further develop and vectorize.
Once the logo direction was selected by the client and based on their feedback, I created four variations of the original logo sketch, along with four color palettes that felt warm and cozy combined with the butter and ice cream illustrations.
The final custom hand-drawn logo with illustrations, with swatch colors used per the client feedback, ready to go for their branding and launch.
The final color logo for the baking video brand That Sunday Morning Bake Show with hand-drawn lettering and hand-drawn illustrations of butter and ice cream, featured here on a tote bag.
Next we explored some alternate logo marks that could be used as secondary marks that had different layouts and feels, but that still maintained the same color palette and smaller lettering style. These new marks relate to the baking brand, but provide a fun way to explore the same vibe for merchandise and in other use-cases. The full logo suite included a primary logo in color and black and white, brand color palette, and three secondary logo marks.
Sketches for the secondary logo variations. For the secondary logo wordmarks, we wanted to include unity with the main logo, so used the same smaller text for all concepts and focused on creating new configurations and hand-drawn lettering for the main “Sunday Morning” part of the logo.
The three variations of the brand name using the same secondary hand-drawn lettering font along with new hand-drawn lettering for the main “Sunday Morning” brand name. These extra logo marks are secondary to be used flexibly for the brand on merchandise, and in other use cases to give a warm, comfortable, and overall playful vibe.
Two of the three final alternate logo types, featuring hand-drawn lettering and the brand colors, on fun notebook merch.
“Working with Jennifer was an absolute dream. I came into this project with a really specific creative vision and she brought it all to life in a way that exceeded my expectations.”
The final branding suite for the baking video brand That Sunday Morning Bake Show, with one custom hand-drawn lettering primary logo mark, one branded color palette, and three custom lettering logo variations to use as secondary logo marks.
The primary logo and secondar logos for merchandise look great on mugs!
After the project, Jodi had this to say of our collaboration: “Working with Jennifer was an absolute dream. I came into this project with a really specific creative vision — and a lot of thoughts on how I wanted my brand to feel — and she brought it all to life in a way that exceeded my expectations. Her work is beautiful, thoughtful, and so full of personality, but what really stood out was how collaborative and communicative she was throughout the entire process. She took the time to listen, offer feedback, and explain things in a way that helped me feel completely confident in the decisions we made. I felt heard, supported, and creatively energized the entire time. I’m so proud of how everything turned out and I honestly can’t wait to work with her again.” -Jodi Papaleo, That Sunday Morning Bake Show, www.thatsundaymorningbakeshow.com and YouTube channel.
The hand-drawn logo for this baking video channel is animated and shows on the YouTube video several times.
These images can also be licensed for your greeting card, product, or social media feed. Please reach out to me via my licensing page to inquire about purchase rights.