{"id":3109,"date":"2020-11-25T08:12:22","date_gmt":"2020-11-25T08:12:22","guid":{"rendered":"https:\/\/donotdesign.com\/v9\/?p=1862"},"modified":"2022-02-26T09:47:15","modified_gmt":"2022-02-26T01:47:15","slug":"rachelrax-cakes-2","status":"publish","type":"post","link":"https:\/\/donotdesign.com\/v9\/rachelrax-cakes-2\/","title":{"rendered":"Rachelrax Cakes"},"content":{"rendered":"

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Do Not Design for Rachelrax Cakes – celebrating the fun and flavour in baking with an iconic mascot<\/h1>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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Rachelrax Cakes<\/span><\/p>\n<\/div>\n<\/div>\n

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Services<\/p>\n

Research & Analysis
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Brand Positioning<\/span><\/p>\n

Brand Identity<\/span><\/p>\n

Communication Strategy<\/span><\/p>\n

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Creative direction<\/p>\n

Yanda<\/span><\/p>\n

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Logo Design<\/p>\n

Preston Tham \/ Jesslyn Sutisna<\/span><\/p>\n

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Design & Art direction<\/p>\n

Yanda \/ Preston Tham \/ Delaphy Ng<\/span><\/p>\n

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Illustration<\/p>\n

Jesslyn Sutisna<\/span> <\/span>\/ Delaphy Ng<\/span><\/p>\n

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Collaterals Photography<\/p>\n

The Gentle Studio<\/span><\/p>\n

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Printing<\/p>\n

KS Packaging \/ Pixel Tech<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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A project by Do Not Design   <\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Rachelrax is a carefree, fun and explorative brand selling pastries and cakes. In rebranding Rachelrax, the goal was to create a feast for the tastebuds and eyes through its experiential packaging and whimsical style.<\/span> <\/span>
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The new identity for Rachelrax took inspiration from the comic world of Tin Tin and Tim Walker\u2019s whimsical photography to create a visual and packaging that reflects Rachel\u2019s experimental and free-spirited nature. A combination of fun and freedom in both baking and serving, Rachelrax is truly a reflection of it\u2019s founder. <\/span><\/span>In bringing the brand to life, a visual surrealistic world; art direction system, typography, environmental graphics, tone of voice and creative guidelines were all considered. We created a flexible suite of elements fronted by Helvetica and staggered letterings. This served as a further identifier for the brand that can be combined in multiple ways to keep the brand\u2019s image feeling fresh while maintaining a strong sense of consistency for brand recognition.<\/span><\/font><\/h2>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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