BRAND PERSONALITY

Modern | Sophisticated | Bespoke | Artistic | Elevated

The goal for Iggy & Crumb was to create a visual system that felt both airy and dramatic, balancing softness with structure. Shae wanted to stand apart from amateur cakeries and express her business as a true cake design studio, with an artistic point of view and a high level of craftsmanship.

During development, I focused on structure, symmetry and clean lines. These elements create an immediate sense of experience and professionalism while supporting the brand’s modern, artistic direction. A refined serif wordmark became the centrepiece, offering elegance, clarity and a timeless quality. This type style also allowed for subtle flourishes that hint at romance, celebration and high-end design.

The brand icon was designed with minimalist line work, combining the silhouette of a cake stand with an abstract, almost architectural motif. This approach ensures longevity, avoiding anything too trend-led or tied to a specific cake style. The result is a mark that feels both symbolic and sculptural, reinforcing the idea of cake as art.

A monogram variation was also explored, framed with gentle embellishments to signal artistry and bespoke craft. It adds flexibility across packaging, stickers, embossed finishes and future brand collateral.

The colour palette blends sage green, deep olive and soft peach. The greens provide depth, structure and sophistication while the peach tones add warmth and approachability. By shifting the balance of these hues, the brand can move easily between light and airy or rich and moody, depending on context and season.

Together, these elements created a brand identity that feels refined, confident and unmistakably high end. Iggy & Crumb now has the visual foundation to communicate its artistry and set a clear standard in the local market, elevating the business in a way that matches the quality of Shae’s work.