The Rolling Pin Bakery — Rebranding Case Study

UI & UX Case Study
Project Overview
1. To redesign the branding packages for The Rolling Pin bakery shop
2. To create a native e-commerce app to enable customers to take their orders online, and to provide a social platform for customers who are sweet lovers to share their “sweet” stories and communicate with each other; for bakers from the bakery shop, there is also a sharing board for them to share some understandable baking tutorials about with customers..
Project Goals
1. To have a new-designed visual identity system that is in a modern, concise and fresh style
2. To create a new e-commerce mobile app with a social sharing forum (individual posts from bakery lovers; tutorial videos or live DIY sessions organized by bakers from The Rolling Pin)
3. To improve customers’ shopping experience on mobile through having more assistant text links/ buttons/ navigation bars appropriately on the pages, to help customers reduce eye strains when using the mobile app with less screen scrolling.
CREATIVE PROCESS
Preproduction
Going through the official website of The Rolling Pin bakery shop (overall style of the origin identity system, products, lists, services, introduction/stories of the brand, etc.)
1. the overall style of the original identity: old school; elegant; vivid; female;
2. main products: donuts, baked goods, cakes, DIY kits, etc.
3. popular services: baking classes; kids birthday party, etc.
4. introduction/stories of the brand: Vanessa Baudanza and Isabelle Loiacono did what most great entrepreneurs do: bite off more than they could     chew. They enthusiastically opened their first location on Yonge Street with a small but strong baking team, a collaboration of their recipes, and        endless thoughts of donuts and pies — As we can see in the picture below, the founders are both beautiful ladies who show their enthusiasm     on their business, like the first impression the style theme of the identity left on customers’ mind.
CREATIVE PROCESS
Identity System Design
Style Tile
As the primary color theme of the original identity is the red theme, so for the rebranding identity system, the red color theme is maintained. However, unlike the deep red color, which seems a bit old school and serious, I tried to use more light red-themed colors in order to make the identity more stylish and attractive.
Logo Design
Analysis
Being inspired by the snacks and toys that are the favorite of Chinese who were born in 1980s and 1990s, this piece of art design tries to think of the relationship between children and adults: children are always looking forward to growing up, to be great adults; at the same time, adults are nostalgic for the old days because when they have to be under the stress from their work and life, they cannot help themselves recall their valuable experience in their childhood such as the delicious snacks and their favorite toys that had brought them a lot of fun at that memorable time.
Logo Concepts
Final Logo
Simply generated from the original logo. It maintains the pretty girl character element, and I also develop the rolling pin element and make it seem to be a cake roll, which makes the logo more related to a bakery business.
Branding Packages
CREATIVE PROCESS
E-commerce App Design
User Persona
The User Persona helps a lot with visualizing the possible situations customers might encounter.
User Journey Map
E-commerce App Prototype
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