📋 Project Description

I carried out the experimental rebranding project for Donna Ju Doceria, an artisanal pastry shop located in the city of Toledo – PR. The company operates from a trailer situated in a high-traffic area, near the Diva Paim Barth Ecological Park, and specializes in products such as happiness cups, pies, brigadeiros, and chocolates. The brand had strong local recognition, but its visual identity was outdated and lacked graphic coherence, with irregular applications on social media and printed materials. The project scope included creating a complete new identity, including logo, color palette, typography, and physical and digital applications, as well as the concept of a proprietary delivery app to organize orders and strengthen operations.

🎯 Objectives

• Completely redesign Donna Ju's visual identity.
• Modernize the logo while maintaining the brand's affective essence.
• Preserve the predominant use of pink tones, an essential element for the owner.
• Create communication with a balance between delicacy and fun, reflecting the company's personality.
• Standardize brand applications on packaging, stickers, and promotional materials.
• Develop a delivery app as an innovation and business support tool.

🛠️ Technologies Used

• Design software: Figma and Adobe suite for graphic development.
• Typographic exploration and adaptation of the Gelica font for logo composition.
• Creation of institutional color palette.
• Development of mockups and navigable prototypes of the delivery app for testing.

⚙️ Key Features

Visual Identity

• New logo: soft lettering with a heart as the dot on the "j" and the letter "o" formed by a brigadeiro, highlighting a sweet symbol of the brand.