FOR THE SWEET ONES
Hey muffin is a bakery and confectionery based out of Mumbai specializing in flavored chocolates, various types of cakes, brownies and numerous other baked goodies.
After doing years of business locally, hey muffin now aims at creating a new niche of products which serve as gifting items for festivals and occasions.
Hey muffin celebrates their love for sweet delicacies with each order they process and wish to pass on their joy to their customers.
For this, various explorations for the identity were presented which focused on the aesthetics of a modern city dwelling bakery; a bakery reflecting a child's love; and an ornamented traditional bakery.
The second option related to a child's love was selected and this concept was thoroughly worked out for a strong, yet delicate identity system.
Capturing this very essence was imperative in the identity created for the shop. A custom wordmark hand drawn in the style of a child's handwriting reflects the affection a child has for desserts; which the brand aims to share with its customers.
The graphic elements accompanying the wordmark have been derived using specific character styles of the wordmark itself, and acts as sugar coating on perfectly baked goodness.
The overall branding for Hey Muffin involved creating appropriate packaging solutions, menu design, purchasing portal, social media guidelines, and coffee table books.
Design for Web
This part of the project deals with conceptualizing and creating a platform where customers can view and purchase Hey Muffin goodies and get more behind the scenes and kitchen stories.
Identifying the Audience
The main customer base for the confectionery are home-makers and young adults. College going students who celebrate events with desserts and household birthdays where cake-cutting is part of the tradition, or house warming presents and people who just enjoy desserts form the audience for the brand.
Main operations for the bakery will be initially carried out in Mumbai City, and the brand hopes to establish a well-aware customer base in the country with quick shipping and delivery options available at their disposal. Major chunk of the customers are city-dwellers and the brand aims at targeting the affluent segments with our society.
Prototyping and sketching
Quick ideation helps in plotting the keypoints and features of a platform. This exercise was used to understand the navigation of a user and the variety of options which would be presented to them. It helps in understanding the relevance of a platform from a utility/business standpoint and helps re-evaluate the effort/resources which needs to be invested before a project begins to take shape.
Visual Research
Various other brands in the market were explored and studied which explained a lot about their typography, color, and image choices. This background research helped in narrowing down on the visual aesthetic for Hey Muffin and helped in understanding the brand's advantages over its competition in the market.
Final Screens
The audience research and market study conducted were condensed into these visuals which show the platform in working condition and explain the functioning of the platform for a delightful user experience.