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The Dutch have a special word to describe “cosiness”, “comfort”, but it’s also something that goes a little beyond that. “Gezellig”. Pronounced correctly, it kinda sounds like you’re clearing your throat, but this blog explores its meaning by documenting experiences that make life richer and deeper; through food, family, and the making of a home.

The Design Process

by amanda on June 3, 2015

Since my creative juices are a-flowin’ lately, I thought it might be a good time to explain the process that typically goes into a branding exercise. In this case Linda Cheung, a dessert caterer based in Toronto, contacted me for a logo design. She makes upscale desserts that use gourmet ingredients and – a rarity – are also completely nut-free.


Since her clientele will be people seeking out luxury items for special occasions, the branding needed to scream “decadent! and worth it!”. It also needed to work well on pastry boxes (in addition to the usual places like websites and business cards).

After an initial consultation, Linda explained the kinds of things she liked (scripty fonts; brown or black as the text colour with a hit of something splashy). I found some great inspiration on the internet:
a52d64881344a49caa2fdff0987796ddlogo-homeaae92da9704a0bfc68e0c228d46b3348Chad Roberts Design

With these in mind, I came up with a first few designs:

Linda’s original reaction was that she wasn’t too crazy about the colours. However, she thought the first one might be headed in the right direction, so we took that one and refined it further.

As you can see, we were pretty close to the final look at that point, so it was just a matter of refining the text…

Linda was so pleased with the work that she asked me to also work on her business card and menu template. We were able to incorporate a photo of one of her desserts into the business card. We kept the menu extremely minimal and easy to read (only the first page is shown below). Creating the other pieces was very straight forward, once I understood the aesthetic Linda was seeking. Once she has a strong portfolio in place, we will be tackling the website!


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