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I was commissioned to design the brand identity for the Na Medida Certa!.
This case study details its creation and the goal was to design a distinct brand that positions them as the choice for homemade sweets, by perfectly blending authentic flavour with the warmth of artisanal craftsmanship.
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To create a unique brand for Na Medida Certa!, I studied popular and local brands, working on similar businesses. This gave insights and opportunities into successful branding approaches and visuals.
With this analysis, I created 3 different groups to identify opportunities and direction for the brand.
Colours: Absolute dominance of pink, pastels and sugary shades.
Typography: Highly stylised script fonts, bold, with a fun or calligraphic feel.
Iconography: Use of mascots or very rounded shapes.
Strategic Conclusion: This is the dominant group in the category. It is the easiest path to communicate sweet and feminine, but it is also the most saturated. It is very difficult to stand out here.