Project Brief
Cinful Indulgences is a bakery specializing in cinnamon buns with a mischievous twist: bold flavours, indulgent textures, and a brand personality to match. They had a name and a standout product, but no cohesive identity to bring it all together. The visuals didn’t reflect the cheeky, provocative spirit of the brand, and their packaging lacked the shelf appeal and recognizability needed to grow.
My role was to craft a full brand identity that embodied the essence of “sinful indulgence” — playful, suggestive, and irresistible, without crossing into cliché or overt sexuality. I developed a logo, brand marks, colour system, typographic hierarchy, and hand-drawn iconography, along with packaging and retail signage that gave Cinful Indulgences a distinctive, ownable look. The result is a brand that feels as tempting and unforgettable as the product itself.
Details
Client: Cinful Indulgendes
Date:March 2025
Services:Branding
Logo Design
Packaging
Iconography
Logo Suite
Warm, playful, and immediately recognizable. This logo family used the curvature of the letter C to create the iconic shape of a cinnamon bun swirl. The primary logo adds the devil tail to underline the mark, working with the Cinful/”sinful” word play.
Together, the elements in the logo read with the undertones of temptation, decadence, and naughty desire.
Typography
This combination of fonts really work together to achieve the feeling of the brand. The heading font Atocha jumped out at me because of the curly nature of the capital C. I saw a cinnamon roll in the typography immediately and I knew it had to be a part of the brand’s identity.
The playful hand-written aspect of the type feeds into the cheeky nature of the brand, while the subheading type, Fabiola Capitals, gives it more of a sharp edge. By combining these two, I created a feeling of naughty playfulness that’s at the heart of the brand.
And finally, the body font for the brand, Bernina Sans Condensed, elevates the brand into something modern and clean. The soft, rounded shapes of the letters gives it a professional but approachable feel.
Colour Scheme
The colour scheme for Cinful Indulgences plays with the warmth of a bakery and the sensuality of the brand’s undertones. A soft, welcoming brown is paired with an energetic orange and a deep red to evoke heat, spice, and indulgence, while a creamy neutral keeps the palette approachable and food-focused. A muted blue-grey adds contrast, preventing the brand from feeling overly sweet and helping the richer tones stand out in packaging and digital applications.
Each colour was chosen to balance appetite appeal with personality. Warm enough to feel fresh-baked, but bold enough to feel a little mischievous.
Brand Icons
To extend the personality of Cinful Indulgences beyond the logo, a set of hand-drawn icons was created to act as a visual language across packaging and social media. The goal was to reinforce the brand’s playful, indulgent attitude while keeping the artwork minimal enough to function as a repeatable pattern and subtle background texture.
Each icon represents a different aspect of the brand experience:
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Whisk — A nod to craftsmanship and small-batch baking, grounding the brand in real kitchen process rather than novelty.
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Hearted Flame — Symbolizes passion and warmth, connecting both to the oven heat and the brand’s mischievous, flirtatious tone.
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Sparkles — Used to suggest freshness, allure, and that irresistible “just glazed” moment.
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Outlined Submark — Reinforces recognition and allows the logo to appear playfully throughout the brand without feeling repetitive.
The linework is intentionally loose and sketch-like to contrast the bold typography and rich colour palette. This keeps the brand approachable and handmade, preventing the provocative theme from feeling harsh or overly polished. Together, the icons create a flexible pattern system that adds personality while supporting readability and packaging clarity.
