CRUMBS: Gluten Free Branding & Campaign

Crumbs Bake Shop decided to launch a new store concept around gluten free baked goods.  This offered an opportunity to create a new sub brand with its own logo, store look and feel and marketing visual aesthetic.  Before designing the new branding I did a lot of competitive analysis of other brands in the gluten free and health food space.  I concluded that a lot of the visual norms around health food can be described as subtle, minimalistic, desaturated, rustic and deliberately toned down.  These were visual traits that consumers had learned to associate with food that is healthier for you.  Since that was the intention for the new gluten free business, I strategically chose to make the brand, and its marketing campaign, a cleaner alternative to the current Crumbs brand.  I kept it to a limited color palette and a straightforward logo.

AM New York Cover Wrap.  Concept and art direction by Geno Betancourt.  Graphic design and illustration by Gustavo Dao.

The idea behind the floating cupcakes was to give a subliminal suggestion that gluten free cupcakes were "lighter" and less filling than regular cupcakes.  The urban landscape was included to reinforce the New York City origins of Crumbs Bake Shop.  The idea was purposefully surreal and high-concept to appeal to a more sophisticated audience.  Ones that might pick up on the nod to Pink Floyd's Animals cover. 

24"x36" C-Print Wall Poaters and 8.5"x11" Promo Sign.  Photography and graphic design by Geno Betancourt

Slideshow progression of the Crumbs Downtown store conversion from a regular Crumbs Bake Shop to the new Crumbs Gluten Free.  Brand concept and art direction by Geno Betancourt.  Graphic design and illustration by Gustavo Dao.  Creative directed by Shanna Goldstone.  Director of construction, Ryan Solleder.  

Floating cupcake illustrated wall graphic.  Art direction by Geno Betancourt.  Graphic design and illustration by Gustavo Dao.