The Looney Baker, established in the late 1980’s, is a small family-owned business located in Highland, MI. The Curran family (Debbie and Brandy - mother and daughter) have owned The Looney Baker for the past 20-25 years, taking over from their father/grandfather. The name “Looney Baker” was created by the original owner as a nod to Looney Tunes, an animated comedy short film series, as he loved the fun characters.
I created a rebrand concept for The Looney Baker, because I felt that there was a great opportunity to create a more modern and playful image for this well-known and very much loved bakery in my hometown. During the Summer between my first and second year of college, I worked at The Looney Baker, helping to make donuts, scones and fritters, which helped me gain a further understanding of the target audience, atmosphere of the community.
The Looney Baker serves to customers of all ages, genders, and groups. The primary target audience is the general public, families (with young sweet tooths), early morning workers, and the older crowd (who are daily regulars); the secondary target audience is camps, churches, businesses, and gatherings.
Click image to view The Looney Baker Client Presentation
Click image to view Brand Style Guide
Click image to view The Looney Baker Process Doc
Click image to view The Looney Baker Website Mockup Prototype