Triple E Sweets
This talented young mom started her own business selling her made-to-order sweets. Although she was new to entrepreneurship and had a limited budget, she wanted to invest in a professionally designed logo for her new business.
Discovery
Evelesse is a courageous and determined young mom of two, who is both style and brand-conscious. She asked that her logo represent her sweet products, include elements of femininity and boldness, and be made up of three (3) letter ‘E‘s.’ She also specified that the color palette be pink, blue, and purple. Research for the kind of marketing and branding trends in this industry showed me a very broad range of styles, but we aren’t looking to make her business look like everyone else’s. We need Triple E Sweets to stand out and be recognized, but how?
Sweets
Femininity
Elegance
Quality & Service
Unity
Process
What Are We Going To Do About Those ‘E’s?’
Typography
I played around with loops to simulate piped icing, organizing the letter ‘e’ in various ways, and even transforming the letter into a geometric shape, but none of those felt right. I found inspiratation in the logo of fashion icon Coco Chanel, particularly in the interlocking ‘C’s.’ I found a great font called Dazzle Unicase, where the lowercase e was nearly a full circle much like the Chanel ‘C.’ By interweaving three lowercase e’s, flipping the left one in the opposite direction and making the center one larger, this logo was coming together. The type would get a different treatment. I used the super elegant Sloop Script as the font in the words ‘Triple E‘ and placed the word “sweets” using Proxima Nova Light , a clean sans-serif font, in all caps with each letter widely spaced from one another just underneath ‘Triple E.’
Colors
The color palette was a given since Evelesse already let me know what she wanted. We were going with feminine color staples, pink, light blue, and purple. And, of course, we can’t forget about Black and White, colors that we count as a given in the color palettes of most projects. Two additional colors, red and green, were also included in this palette for a design element that occurred to me as I was wrapping it up.
Additional Element
Originally, I intended to use a simple illustration of a cherry to put on top of the 3 E’s to simulate the traditional dessert garnish, but we decided to use a strawberry instead since chocolate-covered strawberries are the specialty of Triple E Sweets.
The Logo
The end result was an elegant looking logo that was unmistakably feminine. The 3 intertwined ‘E’s’ not only represented the names of Evelesse and her girls, but also represented unity, kind of like a little bundle of candies grouped together. The type elements further elevated the logo to look more sophisticated, and the small strawberry with it’s little green crown was the finishing touch.
Deliverables
Evelesse came to me needing a great logo on a budget for her new business. She received useable files in all formats and colors, a few mockups to inspire her to see how it could be used in branding, and the assurance that when she’s ready for the next step, I’ll be here to help.
Triple E Sweets loves their new logo!
We look forward to working together on more awesome projects that will continue to help Evelesse and Triple E Sweets expand its reach and grow its business!