This was my final project for my Visual Design class- redesign the identity for one of the "SoMa StreEat Food Park" vendors based in San Francisco. I chose to redesign the food truck vendor, Sugar & Spun. Sugar & Spun is a food company which takes a fresh new spin on cotton candy, with fun flavors such as Salted Chocolate Peanut Butter and Spiced Mango.

I played around with soft & pastel colors because the company seemed to use natural, organic ingredients to make their cotton candy and I wanted to somehow incorporate that in the color scheme. At first I thought using a cotton candy symbol to represent Sugar and Spun would be memorable and iconic enough to recognize the company. However, after giving it some thought and receiving feedback in class critiques, I decided to try my hand at logotypes.

I played around with different fonts to see what worked best. Also changed the color scheme to a bright pink because I wanted to keep in conjunction with the company's colors they are using on their website and current logo. At the suggestion of my professor, when you think of cotton candy - you think more of bright colors, and natural / organic colors tend to lend toward more whole foods, and healthy snacks. I also felt that the bright colors reinforce one of my keywords, "nostalgic" (reminiscent of childhood watching cartoons and eating junk food and sweets).  I liked the top two logotypes the most but still felt like something was missing. I wanted to incorporate both symbol and type together so back to the logo drawing board I went.

Round three logo drafts - final round
I decided to incorporate logotext and a simplified shape of cotton candy fluff together. First I did it without the little cone at the end, and then eventually settled for the one on the bottom right which is my final logo. I decided to minimize the brightness of pink to just the letters themselves and keep the pastel pink for the fluff and a pale lavender for the cone. That way the brightness of the pink letters relates to the nostalgic feel when you think of cotton candy, and the pastel & pale colors relate to the new flavors made with organic ingredidents that Sugar&Spun seem to use for their cotton candy. For the font, I chose Blanch (from Lost Type co) a traditional font with a contemporary feel.

Mockups - The following are Sugar & Spun mockups on posters, envelopes, business cards, etc.

For the campaign posters, we were required to come up with a tagline for the brand. I thought of "nostalgia with a twist." I thought the tagline fit Sugar & Spun's brand of serving cotton candy, a nostalgic treat that is reminiscent of childhood but also is fitting because the brand has new and exotic flavors. Also "with a twist," could also be taken in the literal sense.