Lucid Bakery is a local artisanal cake business specialised in delivering high-quality sweet treats at accessible price points. As a new entrant in a competitive lifestyle market, the brand required an identity that bridged the gap between home-grown warmth and commercial professionalism. The primary challenge was to create a visual system that felt as indulgent and delightful as the products themselves, positioning the bakery as a source of both joy and refined craft.

The resulting identity centers on the core concept of being "Sweet like a Dream," utilizing a light, airy, and welcoming aesthetic to invite customers into the brand’s narrative.

The Visual Language of Joy
The identity is anchored by a logo designed to exude a sense of professional warmth. By pairing clean, classic typography with a soft, cloud-like emblem, the brand establishes an immediate connection to the "dream" motif. This visual lightness is balanced by a structured layout system that maintains the brand’s professional integrity across all touchpoints.

Packaging and Materiality
The packaging strategy prioritises the "homemade with love" ethos while ensuring retail-ready sophistication.

• Hierarchy of Content: Product labels for items such as the "Choc Chip Cookies" and cupcake varieties utilise a clear information hierarchy, emphasising flavour and quality while maintaining a minimalist aesthetic.

• Signature Slogans: Integrated phrases like "Taste the Sweetness" and "Sweet like a Dream" serve as recurring verbal motifs that reinforce the brand's identity on every box and bag.

Collateral and Consumer Experience
The visual system extends to a comprehensive set of business collateral, including a refined price list and digital menus. These elements utilize a consistent color palette and generous white space to ensure the brand feels approachable yet curated. Whether through a physical cookie pack or a digital storefront, Lucid Bakery presents a unified experience of comfort and vitality.