CUPCAKE LAB - Visual Identity

Cupcake Lab was a new brand based in Seoul. They approached me for a visual identity that incorporated a labrador without going all mascot-y. The words "free" and "cupcakes" are highly motivating, as it turns out.

The magenta-pink silhouette of the dog on a biscuit tan paired with the Ostrich typeface created a classy look that aligns with their brand and philosophy.

Fun fact: that's actually my chocolate Labrador, Sage, in silhouette.